Does Your Logo Matter?

One of my KPI clients sent me a new icon he’s considering and I gave him some Logo advice. Thought you might like to read what I wrote:

A logo consists of 3 pieces:

1. Company Name
2. Icon
3. Slogan


Topher Morrison Inc (company name)
Dude with Arms in the Air (icon)
The Speaker Training Experts (slogan)

Company names I have opinions on, but for the sake of this post, I’ll just focus on slogan and icon as most of you are already pretty dead set on your company names.


DON’T get creative. Empty phrases like, “excellence in action” or “feel the magic” or “integrity, honor, & excellence” is all crap. Keep it plain and simple. Answer one of two phrases:

1. What do you do and who do you do it for? i.e. “video promotions for household products”
2. What do you do and the benefit? i.e. “boosting sales through video promotion” or “The Speaker Training Experts”


Icons are very personal and in the end need to motivate you, not your viewer… they will learn to accept your logo for what it is. Also, be willing to think outside the normal with your icon specifically. Icons don’t need to represent your product, they need to represent your companies attitude or ethos. Apple doesn’t actually sell apples… apples signify crispness, freshness and health… when you own a Mac, it’s crisp, fresh, and healthy. Nike’s logo isn’t a shoe, it’s a wing… after the Greek Goddess of victory, Nike. When you wear a Nike, you will be a God.

So be willing to abandon your simple logo that denotes what you do and look toward an icon that inspires you, and reminds you of why you got into business in the first place.

If you would like to learn more about this, there are 2 books I cannot recommend highly enough.  They are by Peter Montoya.  He is, in my opinion, the most knowledgable person I know about how to create a powerful Personal Brand.  His books are, “The Personal Branding Phenomenon” and “The Brand Called You.”   He is also a great person to follow on twitter at @petermontoya1

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