The logo is a critical aspect of a brand and according to brand experts; the five key elements of a good brand are position, promise, personality, story and associations. Interlocking Cs, the star in the circle, the bitten multicolored apple... Without an explanation for these logos, would we know to interprete Chanel's logo as a clothing line, Mercedes's logo as a luxury car manufacturing company or Apple as a software company? Do you we understand these logos by interpretation or by association? Before I direct your attention to the logo below, let me confess at once that I designed it about three years ago for one of my own companies. I was very excited about it at the time but now I look at it and doubt that it translates the company's personality. So now I ask you, what does this company logo bring to mind?