A few things to think about.

It has to fit.
Your brand identity has to be a good fit. It has to fit the people who make up the organization, it has to fit the audience you are trying to reach, and it has to fit the many places it will be used. 

Don’t over-think it.
The above is a tall order and it may sound complicated. At the same time, the logo has to be simple in order to be instantly identifiable and memorable. If the logo is too complex, people won’t get it and they probably won’t remember it. When you think of popular logos, which ones come to mind? Chances are, they’re straight forward, maybe just an interesting presentation of the company name. Simple is good.

Let's Get Started.
    ​What is the exact, official name of your organization, as you want it to appear with your logo?
    What is the current status of your brand identity?
    What characteristics of your organization should be reflected in the new logo?​
    What differentiates you from your competition?
    What visual symbols and images come to mind that express the essence or personality of your organization?
    Do you have preferences for a colour scheme?
    Will a tagline frequently used with the logo?
    Are there logos of other organizations that catch your eye and you find memorable? Why?
    Max file size: 20MB
    Where will your logo be used?
     Is there anything else you would like me to know about your brand?
    What is your time frame for launching your new brand identity?
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