Today’s guest post is written by Amina AlTai.

When businesses, new or old, take it upon themselves to hone their identity and tell the story of their brand through their logo, they are embarking on a huge endeavor; one that is rarely given enough consideration.

A brand logo is an opportunity to speak to consumers’ subconscious and make an emotional appeal about the values of the brand.

When start-ups come to me and show me a list of system fonts and cringe-worthy ideas put together by their CEO, (who is very creative, by the way!) I shudder.

A logo is so symbolic.  It is a representation of countless carefully crafted cues that have the enormous job of, in one word or pictogram, telling the world why you are different and why people should remember you.  If you opt for something generic, you will stand for just that. (more…)