• Then – Traditionally an emblem or symbol of a publisher

• Now – Your brand identity, or logo symbol


• To visually “mark” your business as distincive and unique

• To introduce your business’ mission and create interest


• First devise/write tagline or positioning statement

• Develop directions via critical thinking – push long & hard

• Significant research; sketches, upon sketches, upon sketches

• Name trademarked?

• Explore vast color palettes – primary and secondary

• Render dinal in Illustrator, then Photoshop; many formats (eps…)