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logos have one job...
to be memorable.

logo is not a piece of art. Its primary function is identification.

Think of it like a flag for a country. The Union Jack isn’t just a pattern; it’s a visual shortcut for the entire history, culture, and identity of the United Kingdom. You don’t just see red, white, and blue when you see it, you feel something.

Your logo does the same job for your business. It is the single most recognisable brand asset you own, designed to trigger the memory of every customer experience. It shouldn't do any of the heavy lifting - your brand should do that. Ask yourself, is  it legible, can it be read from a distance, is it distinctive, does it give you the 'feels'? 

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