The first thing I would do for anybody looking to build their logo is start with some sort of personality sliders. Make it clear, make it scalable, make it memorable, and then make sure that it has some sort of connection to your value that you offer. And when asked what he'd do differently, if he could start his company all over again, Zappos CEO Tony Shea had this to say: "I would actually come up with our values from day one"

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