Frequently I am asked to help an organization with creating a logo or updating a logo - some paid gigs, many seeking a free consultation.

Based on years of experience and repeated patterns, here are some quick thoughts:

1. A logo is important, but it isn't that important: Having a stellar product and world-class service is far more important. I have worked with numerous executives who fret more over the shades of blue then how they are delivering their service and making sure their products do what it says it will do. Frankly tweaking colors and designing a logo is more fun and easier than building a global supply chain or executing superior customer service.

2. Think small and impactful: A logo is a tool to quickly provide a recognizable symbol of your organization - it's even more important as consumers are spending more and more time looking at small screens. Logos no longer enjoy the mass of a box or a bag - now they need to make an impact that works for Instagram and Twitter. Think small and impactful - you are now competing for attention on a crowded smartphone screen.

3. The Eiffel Tower test: Remember, when the tower was unveiled in 1889 nobody liked it and experts criticized it as a blight on the Paris sky. Now years later it is an iconic, instantly recognized, and a symbol of a nation. So think long-term and don't listen to experts - your logo isn't for them.

4. Your name and the associated letters are powerful: Beyond a logo or brand stamp is your name. And your name is your name. You own it. Take advantage of it. Embrace it. Repeat it. Use it.

5. Keep it simple: You are not some avant-garde artist. Keep your logo simple and remember what matters = a stellar product and world-class service matters more and deserves more of your attention and energy.

-Marc

Marc A. Ross specializes in thought leader communications for global business working at the intersection of globalization, disruption, and politics. He is the founder of Brigadoon and Caracal Global.