5 Jobs Your Logo
Must Do Stunningly

Your workhorse logo draws five jobs at least in your business or enterprise. This seemingly simple visual communication tool tells the story of your brand and helps give it definition.

From the hands of a skilled graphic designer it is marvelous to behold. It marries an "icon," which is a drawing or piece of art composed of symbols with visual meaning, deliberately to color and fonts. And then you have an advertising design services communicator off and running to tell your brand story.

Oh, and by the way, will a symbol sway the perception of the business in the minds of clients or prospects, and is this desirable or irresponsible?

Does your symbol stick like glue? Is it memorable? Or does it get lost in a sea of look-a-likes? If clients and prospects, can not tell your brand apart from your competitors ... then the road from leads to sales is longer and steeper.

Blown up to Jumbotron size or reduced to a button on a Website, does the visual symbol or art hold up? It's got to be "scalable" for all media applications. A graphic design professional accounts for this during the design process.

Does it boast this season's color palette? This season's fonts? Is it trendy today, but set to be out of step and dated, in a few years? An out-of-style brand symbol can signal a business behind the times.

Where's the emotional appeal? When clients and prospects see your symbolic image on business materials, do you hear positive remarks? Or maybe you detect outright envy? And isn't being able to attract attention for telling your brand story part of the visual symbols job description? Year after year can it retain its appeal?

So how many of these 5 jobs does your logo do for your business? Absolutely, it should outperform in each of the five jobs. If not, it may well be time for an advertising design firm makeover, or at least an update. Because, after all, it only needs updating if you're concerned about connecting with your customers and prospects online and offline - in any economic climate.