Many lawyers, accountants, architects and other professionals feel apprehensive about updating their logo design, due to concern that the brand will dilute the trustworthiness of their work.

Our clients come to learn that, when it’s authentic, the brand is not separate from the firm. Rather, it’s an expression of the identity that already exists. The brand shouldn’t tell a different story about trustworthiness than the one that’s already being told, when clients engage your firm.

For this very reason, the trustworthiness of a brand is, therefore, also dependent on factors entirely independent of the shape, color or style of a logo. It relies on delivering experiences consistent with the brand promise.

Some of the ways that behaviours have the potential to lose the trustworthiness of a brand, include: not delivering on the brand promise, not taking accountability for the impact outside forces may have on the brand and constantly changing services, which splinters the brand identity.

In such cases, even the greatest of logo designs couldn’t prevent this unfortunate result.