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