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Logos that don't say ANYTHING.

A common misconception is that a company's logo must say everything about what their business does. This is so far off. In fact, most famous logos say almost nothing about what the business actually does.

Mercedes doesn't have a car in their logo.

Nike doesn't have a shoe.

Starbucks doesn't have a cup of coffee.

…and so on.

Most logos don't say that much about the business. We find this misconception because of the feeling and connotation of the logo that we understand in our minds. This feeling and understanding is branding exactly. It has virtually nothing to do with the contents of their logo other than that the logo is the face of those feelings and that brand.

So, when people start their business and need a logo designed, they forget that these brands don't actually have imagery that communicates everything they do. Most people starting a business want everything that their business is about to be explained in their logo...but that is impossible.

No one can make a logo that will ever explain your company's values, services, products, mission, vision, and personality. It will never happen. This, however, is a huge hope of many business owners. So, when you are creating your logo, remember that the logo is not everything. Your brand is.

Your logo should be professional, appropriate in style and feel, distinctive and memorable, and simple!! These are the criteria that we use for a good logo.

Your logo doesn't have to say everything. In fact, it doesn't have to say much at all.

Businesses like the ones listed above are built over time. They are made step by step. They start with a brand strategy and they consistently follow the strategy for years. They adjust when needed, but overall, they have a plan that is very strategic and creative.


Our blog What Makes a Good Logo? provides more insight on this subject.

Kimberly Norris | |


Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

Logo/Brand Design

Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

Brand Consultation

We’re happy to meet with you on a consulting basis about your brand strategy. As your Brand Consultant, I’ll periodically check-in after the initial strategy session, on a continual basis, to make any adjustments or revisions to keep your brand and messaging on track. 

Print Marketing

Think of us as your one-stop-shop for printed marketing materials. We create thoughtful designs and take care of the printing for you. This can save you time and money. Our printing services include business cards, brochures, flyers, and more.

Website Design

Your website is crucial to your business, We design custom websites that are responsive to all platforms, are easy to navigate, and present your company professionally and clearly.

Search Engine Optimization

We offer affordable SEO that actually gets results.  This service includes on-page and off page SEO.  We offer local, regional, and national SEO Services with not long-term contracts.

Our Services

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