What about your logo? The trend lately is to ‘simplify’.
But don’t go to something that is what I call ‘Plain’!
Plain is different than simple.
Plain means it does not mean / represent anything.
Your logo has to represent your business to your target market. It must signify what your business is to them.
So at this point you need to visualize what your business means to your customers, and then work with a designer to make it as simple as feasible.
Feasible bears upon what you will do with the logo, as well as what brand recognition the organization has. For most businesses these day, they occupy very little ‘mind-space’ for the typical consumer – there is simply so much clutter and competition for that valuable mind-space. So a simple/short logo will break into the mind quicker and easier and be easier to recognize the next time (stay in their memory easier) – complexity gets lost in people’s minds.
But if your organization already has significant brand equity with your target market, you have more leeway to use your logo to express the true value and offerings to your target market. But be careful, if you control that mind-space now – you do not want to lose it by confusing your client.
The logo should incorporate in some way a sense of your mission statement and vision.
What is unique about your business?
Why should it be important in peoples lives, what does it represent to your client?
Do some brainstorming before going to your designer to get a sense – visually – about what represents your business. Then work with your designer with an open mind.