The first question is how do you capture the function of a business? With this you need to capture both, what the business does and it’s qualities. As an example, if the business is in Real Estate, then the way the logo is drawn, it needs to resemble a building or an aspect of a building. The qualities of the business are captured by the way the style logo, if one of the qualities is high-end, the logo will be need to have finese and class, through the style of the drawing, the font and the colour/s.
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