1. Make You Recognisable Your logo should be distinctive enough that people can identify your business quickly, even in a crowded social media feed or when it's small on a business card.

Test this: Print your logo tiny (like favicon size) and show it to someone. Can they still tell what it is?

2. Communicate Your Personality Your logo should give people a sense of what working with you might be like. Are you approachable and warm? Sophisticated and premium? Modern and cutting-edge?

3. Work Everywhere You Need It Your logo will appear on your website, social media, business cards, potentially signage, maybe embroidered on uniforms. It needs to work in all these contexts.

4. Stand the Test of Time Trends come and go, but changing your logo every few years confuses people and wastes money. Aim for something that will still feel relevant in 5-10 years.

1. Your Business Has Evolved: If you've changed your services, target market, or business model significantly, your logo might not represent you anymore.

2. It Looks Dated: If your logo screams "2010," it's probably time for an update.

3. It Doesn't Work Practically: If you're constantly having problems with your logo not working in certain contexts, that's a practical issue that needs solving.

4. You're Embarrassed by It: If you avoid using your logo or feel embarrassed when you have to share it, that's affecting your confidence and probably your business.