I get asked quite often to create a logo, personally or professionally, in order to establish a brand. If I’ve said it once, I’ve said it a million times - a logo is not your brand, nor is it your identity. Logo design, identity design, and branding all have different roles that together, form a perceived image for a business or product. So what is a logo? A logo identifies a business in its simplest form via the use of a mark or icon. A logo is there to identify, but to do this effectively it must follow basic principles. An effective logo is distinctive, appropriate, practical, graphic, simple in form, and conveys an intended message.