| Everything flows from your logo; it is the great leveler in your toolbox. You must be thoughtful when creating your logo, as well as, protect its integrity. In hunter / gatherer societies selecting the right food from the wild depends greatly on the knowledge of good and bad colors and shapes, if the wrong thing is consumed it can mean life or death.
This ability to differentiate on the basis of logotype has been passed down to us from our ancestors. In our society we, instead of us picking from the wild, select from brands, which is a form of labeling for quick identification so people can make quick decisions, just like the hunter / gatherer choosing from plants to eat. The logo is your self-imposed brand that you place in the wild of the marketplace and community.
People attach meaning to your logo based on their experience they have with you. People also choose services and products based simply on do the logo look solid, thought out and professional. Your logo can repel or attract so don't skimp on your most important tool or you will end up with a construction that is rarely visited.
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