As soon as our early ancestors became aware enough to question their environments, they began to question EVERYTHING.

They became obsessed with meaning:

- Why did it go dark?
- How did rain fall from the sky?
- Why are we here?
- What does it all mean?

They had questions and wouldn't rest until they had answers.

Our search for meaning was born.

So, what does YOUR LOGO actually mean?

If your logo means something, it is more likely to be remembered by your customers. It's as simple as that.

On top of this, it also makes it remarkable. (People will literally remark on it).

The story behind your logo becomes the way people remember you. They will think of this whenn they hear your company name (and if you are doing really well, when they think of the product or service you sell).

And as I wrote the other day, being remembered is good, isn't it!

Logos are like tattoos. I've got a few up and down my arms, and they all mean something different (to me anyway).

Now, tattoos don't HAVE TO mean something, they could be a tribal shape or a Wile E. Coyote on your shoulder. (My tribal tramp stamp wasn't the greatest idea I've had, but I was young and foolish).

My point is this, if someone asks me about my tattoos (other than the shit one), I can tell them exactly what they mean. They are tied to significant ideas, people or moments in my life, and each one makes me think of something different when I see it.

This is how you should think of your logo.

It should make someone feel a certain way when they see it. It should remind them of a story they know about you... It should feel human and familiar.

And another thing, you should be proud to talk about your logo. Having a brand that people ask you about is awesome, they are inviting you to tell them about yourself. Many people overlook the power a logo can have to start conversations.

A quick exercise:

- Imagine you had 20 words to describe your brand... How would you do it?

- Then imagine you had to explain it to a 10-year-old child. That's a bit trickier, isn't it?

Doing this will help you to stop using fluff and jargon and it should get you to the essence of what you're all about.

This part of the project isn't spoken about much in design-related circles. Clients of mine often comment that I ask questions that they've not thought of before when we have our initially consultation call.

Good questions are key to getting great answers.

So if you want to talk logos and stories... Just holla.