Your logo is the cornerstone of your Brand.
It is the focal point of your communications.
It is the doorknob onto which we hang our brand memory. It needs to represent the essence of the business. It does NOT need to have a vacuum cleaner in it if you clean houses, or a car if you are an auto repair shop. It needs to represent your style, attitude, and view on your business or life.
What does an apple have to do with a computer?
Nothing.
Is it an effective brand?
Yep!
Why? because they know what their brand is about and stick to it in every touchpoint. That reinforces what they are, and now Apple does mean computer. Don't get hung upon the literal, think from a higher level.
Strive for essence, not description.
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