I see SO many threads asking, "what do you think of my logo?" My question is this, how much thought did you put into your logo? Step 1 The first step to building a logo is identifying precisely what you do. What is YOUR USP. Your Unique Selling Proposition? Your USP is what sets you apart from the competition. It's what you've got that no one else has. It's the answer to your customers' eternal question: What can you do for me? You're about to learn a secret far too few business people understand. When you describe your business to other people, you need to focus on the benefits you provide to your customers. Most people, when asked to come up with a list of benefits, come up with a list similar to the ones below: Reliable Fast Honest Conscientious Professional Experienced None of those is a benefit, however. They're actually features. The difference is that a feature is merely a description -- a fact -- about your service. Let's take a look at how you move from feature to benefit. Write a sentence that describes who you are and what you do. "I am a trustworthy landscaper who works hard to service your property," for example. Ask yourself, as your potential customers will, "So what?" Answer that question: " I have been a landscaper for 15 years, and I can maintain your landscape flawlessly." Now you're on the way to a benefit. This statement answers the customer question "What can you do for me?" In this case, the benefit you can offer, at its most basic, is: I can maintain your landscape. That's what you want to convey behind your logo. Never assume that customers will make the leap from feature to benefit alone. Always tell them exactly what you can do for them. If anyone is interested in this, i can continue with the next step discussing the various types of logos you can have, and their pros and cons.