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Building a brand begins with your logo

Every good brand begins with a powerful logo. Think of powerful logos that stand out to you – what elements do they all share?

A powerful logo is usually simple but contains visual elements that connect with the core principles of the organization.

When we work with clients to develop new logos we ask questions like:

  • What three images come to mind when you think of your organization?
  • What impression do you want to leave your customers with?
  • What colors come to mind when you think of your mission?

Does your current logo connect with the answers to the above questions?

Building a strong brand offers internal benefits for your team and partners. It creates a set of guidelines and principles your staff can follow. Successful organizations put effort toward selling their brand both externally and internally. It’s easy to sell a product that you believe in yourself. If your team connects with the image and idea you’ve cultivated, it’s more likely it will stand out in the marketplace.


When ACCESS approached us about designing a logo for their ACCESS Village, we had a challenge in that they already had an existing brand. We didn’t want the logo for the new village to deviate from the brand they had already cultivated. Luckily we had a set of guidelines to follow – and this is because of the strong brand they had built.


We took the image of the keyhole and reimagined it as part of a community. This logo is powerful in part because it leaves the viewer open to interpretation. When you look at this image, what do you see?


It’s important for your organization to be open to the evolution of your brand. If you feel like your customers aren’t connecting, it may be time for you to reevaluate your image.