A logo should make an impact on each of your target customers. It makes absolutely no difference in the long run if you, your family, or your employees like your company logo, what matters is if it has an impact on your target customers. In order for that to happen, you have to know them extremely well. Demographics alone won't help. We're talking psychographics, which means you understand potential customers' values, opinions, beliefs and preferences. Ask yourself a few questions: What kind of car would s/he drive? What is his/her prominent political position? Where does s/he get deciding information on what products are trendy or tacky? What about musical preference, family values and career aspirations? What kinds of groups is s/he involved in? It may seem ridiculous to think about all these attributes just for a logo, but the more you know about the people you are trying to appeal to, the better off you are being able to guide your designer to create a logo that hits the mark and helps your target customer feel comfortable choosing you over another competitor.
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