Thanks Dave. Logos, of course, are the third rail of graphic design and marketing. Everyone is an expert, but no one is. And the amount one ought to spend (in time and money) is completely unknown. The Nike logo cost a few hundred dollars, NBC spent more than $100,000 for a logo they only used for a few years.

My take is that a logo is a souvenir and a signpost of a brand, not the brand itself. And because the topic is so fraught with indecision, apparent risk and expense, my advice is usually to allocate a fixed (and small) amount of time and money, pick your best shot and move on.

I’ve never seen a mediocre project succeed because it had a good logo…