What’s the real job of a logo?
At first glance, it’s to look good. Be recognizable. Maybe modernize your brand. But those are outcomes — not strategy.
The truth is: a logo is one of the most visible signals of your organization’s identity. And if it’s disconnected from who you actually are, it can quietly work against you.
At our All About Brand conference, Monica Brodovsky said something that stuck with us:
“A logo is both visual and strategic. Treat it as a long-term investment — not just an art project.”
When teams jump into logo design without aligning on strategy, messaging, or future plans, the mark often feels “off” — even if it’s well executed.
And when it is time to update, too many logos get designed by committee and picked by personal preference rather than business alignment.
So how do you approach your next logo project with clarity?
Start by asking:
- How is our current logo not projecting the image we want?
- What story do we need to tell through our identity?
- Will other things be changing alongside the logo (messaging, design look, website)?
Whether you’re updating a legacy logo or considering a full rebrand, your identity should be rooted in something deeper than color palettes and typefaces.
A new logo doesn’t start with design — it starts with strategy.
If you’re planning a refresh, let’s talk about how to make sure your identity amplifies your brand.
