About Your Logo

The word, logo, derives from the Greek, meaning, word. A logo is important to a business or organization when it wants to spread the word about itself. It’s a sort of picture of what you’re saying.

Logos have been used for centuries in various forms to identify and represent individuals and enterprises. They can consist of text, icons or both. Your logo is the foundation of your brand and should be used with consistency and accuracy wherever it appears.

Here is what a logo can and cannot do:

  • A logo acts as a banner, signature, and escutcheon.
  • A logo doesn not sell. It identifies.
  • A logo does not describe a business; it represents it.
  • A logo derives its meaning from the quality of the entity it represents. It does not give meaning to it.
  • A logo is less important than what it represents.
Your logo should be distinctive, consisting of visual triggers  – shapes, colors and text, in that order – that work together to create associations with your brand. In order for the logo to accurately represent your company, it should be given a lot of exposure in the marketplace. Frequent exposure speeds brand recognition. Applied over time to a variety of media and products, meaning is built and developed.


Two actual logos, one representing a home staging business and the other an interior design firm. Although the proportions, colors and type faces differ, the similarity and probability of identity confusion is obvious. This comparison highlights the need to have a designer develop a unique, custom design.


If your logo is  similar to another, confusion ensues and brand recognition is hindered. For this reason, a business seeking to brand itself should avoid acquiring a logo or by having one put together by the lowest bidder, a family member or board member. Instead, seek a designer who will engage in conversation with you and who will then engage in a thoughtful creative process that addresses both vision and function.

Alvalyn Lundgren

Alvalyn Lundgren is the founder and principal of Alvalyn Creative, an independent consultancy providing brand strategy design and bespoke illustration for more than 30 years. She is the creator of Freelance Road Trip — a business school and podcast for creative freelancers. She teaches design and design practice on the college level with design schools and programs.