Selecting brand elements, such as your new logo and colors, can be a fun process. I always advise my clients that it requires the decision-makers to step out of their usual role within the organization and look back – objectively – at the company, perhaps seeing the company through the eyes of a customer.

This process can often take many weeks or months before a decision is reached. The brand elements that I offer are their first choices, but not last. A strong collaboration period may result in new designs, logos, colors before we can all decide on what’s best for the brand. At this early stage, I attempt to show a broad spectrum of designs, from conservative to crazy.

Important to note: the decision making process is not a contest or lottery, it’s a somewhat scientific evaluation of the options, with business objectives in mind. It’s not a popularity contest. The least popular logo may be most effective.


Effective brand elements are trademarkable devices that identify and differentiate your brand. The test of a good brand element is what a customer would know about your product or service or values if the element was all they knew.

According to Philip Kotler, great brand elements should be:

  • Memorable: How easily can it be recalled or recognized?
  • Meaningful: Is the element credible and suggestive of your business category? Does it suggest something about your customer? Does it have inherent meaning?
  • Likeable: Is it aesthetically pleasing? Is it verbally and visually likeable?
  • Transferable: Can the brand element be used to launch a new product line? Can it be reduced to the size of a business card, or enlarged to fit a building sign?
  • Adaptable: How adaptable and updatable is the design? Can the design evolve of over time?
  • Protectable: Is the element unique and capable of being protected with a trademark?