Nicholas de Wolff
by Nicholas de Wolff, founder of deW Process
1. Recognize first that a logo is a reflective representation of a brand identity. (Say what?) – designing and creating a visually appealing or arresting graphic element will not, in and of itself, do anything for your company, except spend some of your valuable upfront assets, and waste time. Before you even think about developing a logo, be sure that you are firmly clear and codified on what the enterprise plans to become down the road (you do not want to have to change your logo unnecessarily), equally clear on how you wish to present this venture for now, and uniformly in agreement across the whole team as to the language you have set in stone to express the aforementioned vision and position.
