A brand’s logo is a lot like its name: It’s designed to be a unique identifier. But sometimes it needs a few extra layers of uniqueness in order to truly fulfill its purpose.

When you're designing your logo, aim for something that: Isn't trendy and doesn't need to be redesigned each season. Will look good even in black and white and reduced to fit on a business card.

A strong name should be easy to pronounce, spell and recall, while reflecting the brand’s values and vision. For the logo, aim for a design that’s unique and scalable across various platforms.