Test your signature against these criteria 

Consistent use of a distinctive agency signature (the design components are your service mark and your name, i.e. the typestyle used) is a valuable asset.  It builds the  monetary value of your agency, should you ever decide to sell.  And, applied to your stationery, your Web site, your sales literature and your print and electronic ads, it distinguishes you from all the look-alike competitors in your town. 

Here is a simple five-part test for your current signature. 

Rate your agency signature: 1 (poor) to 7 (excellent)

TEST 1  Does it reflect the business you are in? 

TEST 2  Does it reflect the quality character of your agency? 

TEST 3  Does it reflect the direction of your agency? 

TEST 4  Is it flexible for use in any media, on any material, at any size? 

TEST 5 Is it so distinctive that it is highly memorable? 

BONUS: Is there a credible story behind your service mark?  What is that story and how is it conveyed?  

How an agency signature reflects character, direction 

At first blush, rating a signature’s character and direction seems like an effort to circumscribe a cloud!  But apply these criteria and go back and review the rating for yours. 

Do you want to reflect stability?  

Use typestyles and colors that convey stability, not filigree types of fonts that are more suitable for a fashion shop. 

Do you want to reflect forward-thinking, modern?

 Make sure the design of your service mark is dynamic looking, and the type fonts used for your name are modern, with-it styles---not Gothic or Victorian. Idea: Consider colors that match up with today’s most popular car colors. What are the in-colors? When in doubt, go with blue!  It's America's all-time favorite.

Do you want to reflect the long history of the agency? 

What can you find in its history or the history of the town which the agency has served so well, so long?  Find a distinctive element and turn it into a service mark. This type of service mark can be designed and integrated with the agency name in a contemporary way.  The result is often highly-distinctive. 

Developing a service mark and logotype is cost-effective The right signature will last for years, decades, maybe for the life of the agency!  Sure, it may need a touch-up from time to time. The best known consumer and manufacturer names and trademarks that you see frequently on television and in print are good examples of brand consistency and longevity.