In the third addition to the Inspire Series, I'm going to explore VISION & MISSION. At the bottom of this article there are links to previous posts in this series.
The VISION for your business will need to tie back to your beliefs. There's a specific reason your business is doing what it's doing, and there's a belief motivating it. I do what I do because I believe the signature of your brand should set you apart from everyone else. My VISION pulls from this statement. Logos are the signature of a business. Your vision is how you see the world. My VISION speaks to how I see the world of visual identity and marketing.
Your MISSION is what you're going to do. It's the execution plan for your vision. A lot of logos I see in the world don't have the wow factor. They aren't separating the business they represent from the competition. To be blunt, they are simply bad logos. My mission is to save good businesses from bad logos.