Newsday – Small Business: Choosing a Logo That Fits Your Brand

“Simple is the new black,” says Phillip Davis, president of Tungsten Branding, a Brevard, N.C.-based naming and branding firm. Sometimes companies think that if they add more images and graphics to a logo, it will make it more memorable, but that’s not necessarily the case, he says. When creating a logo, ask yourself, “Is the logo congruent with your brand attributes?” he says. “The idea is to evoke a sense of the qualities of your goods and services.”

Phil Davis

With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought-after naming expert, Phil has been quoted in The Wall Street Journal,, Businessweek, Entrepreneur, and Newsday.