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Two of the most important initials decisions you’ll ever make about your business are your name and your logo. It is extremely important that you take the time to really choose and be strategic about your name and logo. Both should represent you and your business and remember they are usually permanent so be thoughtful. Here are 5 things to consider when picking a logo.

Does the logo reflect the image you want your business to have? A logo can say a lot of different things about your business, but you want it to say all the things that you are trying to convey; you want it to send the right message to potential clients. The tone of your logo should be reflective of the tone of your business. If you are in the cake decorating business, for example, you may want a logo that’s fun and artsy or extremely elegant. On the other hand, if you are in the business of law, you definitely want a more serious and confidence inspiring logo.

Is the logo similar to anyone else’s? You want to be sure that your logo is distinct, one of a kind, and unique among other previously discussed characteristics. This is important primarily because you don’t want anyone to confuse your product, service, or company with anyone else’s. But secondarily, you don’t want to get sued because of any copyright or trademark infringement on your part. It doesn’t help you financially to be sued or to look like someone else.

Is it timeless? Once you have established your logo, you have established your identity. You want your logo to be recognizable to customers, so that last thing you want to do once you have achieved this is to change it. It can cause confusion, cause you to lose customers, or create a new impression about your business that you may not be satisfied with. To avoid any of this hassle, be sure that your logo is timeless and that it can evolve with your business.

Is it easily recognizable and identifiable”even from a distance? In all likelihood, your business logo will be incorporated on print, marketing, and promotional products, but it will also be utilized on signs, billboards, graphics on company vehicles, and in other venues where potential customers need to be able to see”and immediately recognize”your company logo from a distance. Take this into consideration when finalizing your logo decision. Make sure your logo design will stand out in a crowd!

Finally, do you like your logo? Do you like the colors and graphics included in your logo or in a potential logo? Is it something that you can live with for a long time? Are you 100% satisfied? Will it look good no matter where you place it, be it on a billboard or on a business card? If your answer is yes to all of these and the logo meets the criteria from above, then you may have just found your logo. But sleep on it just to make sure that you really are ready to commit.