Define the Brand Job Before the Style
A logo has a small identity job. Decide what the brand, program, or organization should signal and who must recognize it. A service can signal clarity or care. A club can signal belonging. A product can signal precision or energy. Style should express that job instead of choosing a decorative look first.
Keep exact words and initials separate from the visual brief. Write only the text that should appear, then state what the symbol must represent. A generated mark should give the audience a reason to connect the image to the name.
