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[Music] whats a good logo there are many misconceptions about that people think the logo should be pretty or people think television should say a lot about me or people think I should like it right away none of it is actually true a logo in order to be effective needs to be three things it needs to be appropriate in form and concept you notice we say appropriate not expressive because a logo cannot say very much in fact the less they say the better whats appropriate appropriate is really a personality thing its a Feeling so if its in sport maybe its bold and dynamic if its in fashion maybe its elegant its really a character the character has to fit the business or the company or the organization that is represented this is maybe the hardest thing to figure out because you know what exactly is appropriate you may think that one thing is appropriate your client might think another thing is appropriate so the appropriateness this first criteria is the one that were going to talk