logo is not a picture. The brand name reflects the goals, values and philosophy of the brand. Some entrepreneurs make the mistake of trusting the development of the logo to unscrupulous designers, and end up with clipart from a photo stock. If you carefully and responsibly approach the development of a logo, it will be easier for a company to find its audience and create a community around itself. Understanding design is not necessary for this - you just need to have a good understanding of your product, its consumers and know how to find the right designer. Polina Kalashnikova, designer and founder of the Pologo.ru studio, spoke about the identity in a language understandable for entrepreneurs in the book How to Understand What Logo You Need. The author explains how four popular modern identity styles differ from each other and how to choose the best one for the company; which logos attract young people and which ones are more suitable for a family business; how minimalist signs differ from conceptual ones and in what cases lettering will be the best solution for corporate identity.