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It takes less than half a second for your brain to react when you see a familiar logo. 400 milliseconds, to be exact. And if it’s the logo of a brand you like, you’ll feel the same way you would feel if you saw an old friend. That’s how critical a logo can be to a brand. Yet many businesses spend too little resources designing their logo. And most underestimate the work and thoughtfulness required to create a meaningful logo. Here’s how to do it right.