Many small business owners spend weeks or months creating a business plan and days inventing the perfect company name, but another key element in marketing your brand is your logo.

2. Don’t Let Critics Change Your Mind. No matter what name or logo you choose, someone will think it’s terrible. Don’t let that stop you from moving forward.

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Many logo names seem to have emerged organically and unofficially as nicknames. They offer a way for people—often employees of the company the logo represents—to easily talk about the logo itself.