Is your logo aging well? A good logo is a visual representation of your company’s identity. It provides information for potential customers and makes them feel comfortable doing business with you and appeals to their senses. A good logo can create many different emotions in your customers.

One logo I particularly like is the Amazon logo. The type is clear and easy to read, but my favorite part is the curved line underneath the word Amazon that appeals to me. It reminds me of a smile (purposely I am sure), which in turn makes me feel that my dealings with Amazon will be satisfactory.

The Amazon logo is not elaborate though it does that job it is supposed to do. It makes me feel more comfortable buying from them.


When judging a logo option, the first thing to keep in mind is how memorable the logo is. You want it to be instantly recognizable in the long term. If consumers see it out of context it may take them a while, but the will remember.

It doesn’t have to be fancy to be memorable. Think of the Apple logo, a namesake logo, it is just an apple with a bite taken out of it. Could it be simpler or easier to remember?


A good logo will somehow connect the consumer to what is important to your company and your customers. When designing a logo think about what you want it to tell your customers about the company, products, people, etc.

Simple & Adaptable

You want to be able to use your logo everywhere and anywhere. You should be able to size it up or down, even change the color if necessary.

Up to Date

Every so often a logo may be in need of an update. Just a little tweak if it has become dated. Google “images of Betty Crocker” and you will see that Betty has changed considerably over the years, though there are certain things that remain the same. Betty always has dark hair, shorter than shoulder length, a white blouse or shirt under a red blazer or sweater. Betty is always recognizable, though she has changed considerably since 1936.

Think about your logo and what it should signify to your customers.

A tip of the glass from me to you.

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.