When I am working with a client to get to the heart of their business and create a logo, it is rather common to have to first shed all the notions they have about their company that come from looking around them, instead of inside themselves.
They give me generic descriptions of what they do and often describe themselves in comparison to others. When they are talking like this, I learn a lot about these other people’s companies and very little about them.
The whole logo session shifts when we focus on how the company feels in the human body. No matter if this person founded the company or adopted it through a merger or acquisition. (If this person feels the life of the company in their body with love and affection, we have the right person in the logo session.)
When we access the visceral experience of the company, we begin to get to know this spiritual entity residing with the person. And then we get to the essence of it. That is the stuff of great logos.
For more info about logos and what they need to do for you, read articles in the Reference Materials category.
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