So powerful and long lasting are these associations that it pays to give your company logo more than a brief analysis. It will either be working for you or agianst you, with implications for your bottom line and the future value of the business.

A great logo with a registered trademark becomes an asset to reside on your balance sheet. But more than that, it can evolve to the position of being a powerful sales aid, short cutting the communication hurdle when ever it is used. Positive outcomes/consumer impressions:
1. Assurance of professionalism
2. Implication of specialisation
3. Implication of competitive advantage such as modern streamlined delivery or support

Logos become the very tip of an iceberg of meaning. What we see is a small fraction of the real meanings and values communicated.

Logos come to represent the essence or DNA of a company through repeated impressions and experience the public and stakeholders have with your company.

As a brand architect I have been fascinated with the subtle interplay between the colour, power, dynamicism of the logo and the personality of the brand that is built over time.

What we have learned is that perception is projection. What a business owner assumes of the logo meaning and associations becomes part of their personal self image. That self image helps determine the performance and direction of the company through the decisions of management.