Jason Skidmore

Everyone's heard about the "little black dress." Simple, classic and always stylish, it can be worn on its own or accessorized with a little flash. Its duty is to show off a woman's natural beauty and confidence, not bury her in color and pattern.

Your company's logo needs to do the same. It should speak - not shout - and then say only what's necessary to establish your identity. Other things will come into play as you develop more pieces, but the logo itself should strive to be like that little black dress - sleek and simple, giving your services or product an everyday mark that allows your company to shine.