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August 25, 2021 | Articles
The process of designing a brand logo may seem daunting at first, but it’s one of the most important things to consider. The logo should speak the brand essence. Consider how consumers and clients think and feel about your business when seeing your logo, and reflect on if it’s sending the right message. A picture is worth a thousand words, and it’s imperative that your logo captures how you want to be perceived.
Truly knowing and understanding the brand is crucial in the creation of a logo. Understanding your target customers and market can aid in making better design choices. For the Mill + Co. logo, the “Mill” is in a bolded font to capture our structured, stable, solid, and organized nature; however, the “Co.” part of our logo shows our creative and fluid nature that allows us to best suit our clients.
Understanding the power of first impressions will also help you create an effective logo. Not only should your logo create a lasting impression that can easily be recalled, but it should also represent your industry. Consider graphics that represent your business well and that are easily recognizable. For instance, a travel company could consider using a plane, boat, globe, or jet stream graphic to perfectly illustrate their product. Creating a unique and impressionable logo can set you out from other competitors, driving business and creating a favorable image in the minds of consumers.
The usage of colors can also make or break the logo of a brand. If you choose to create a colorful logo, it’s important to understand concepts such as color theory to better target the correct audience. For example, blue is often associated with intelligence and community and is often used as the primary color of social media platforms such as LinkedIn and Facebook. Likewise using too many colors, or contrasting colors, in your logo could negatively impact the image of your brand.
Keeping your logo simple also makes it memorable. Some of the most successful businesses have simple logos or symbols that perfectly capture the essence of the brand while containing select colors or fonts. Nike has the swoosh, Apple has the bitten apple, and Samsung is characterized by a single color. These symbols and logos have perfectly captured the brand essence and message making them some of the most identifiable businesses in the world. The power of the brand logo worked for them and it most certainly can work for you too.
Chandra Reber (She/Her)
Director of CWE – New Hampshire Women’s Business Center
Chandra Reber, Director of the New Hampshire Women’s Business Center at CWE since February 2020, brings a unique perspective having initially engaged with CWE as a client. With a background in mental health, particularly in serving women and underserved groups, Chandra is committed to providing small business advising and quality programming. She leverages partnerships to expand resources and support for those often overlooked in the system.
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Julie Glosner (She/Her)
NH SBDC Southern NH Regional Director
Julie Glosner, Southern Regional Director, oversees the business advising team from Franklin to Nashua and west to Salem, including Concord, Manchester, and Keene. With a background in business advising since 2015, Julie excels in supporting clients to launch successful ventures, drawing from her expertise in budgets, payroll, and human resources. Her focus on high-tech clients extends to SBIR/STTR federal proposals, and she actively engages in angel investing through roles with the NH Tech Alliance Startup Committee and the Northern New England Women Investor Network. Committed to STEM initiatives, Julie volunteers on a STEM Advisory Board and Girls STEM Programs in NH, while also serving as an Advisory Board Member for Impact NH Fund, a NH Women's Angel Fund. With a B.S. in Business Administration from Winthrop University and an MBA from University of Pittsburgh, Julie brings a wealth of experience from prior roles in financial analysis, grants administration, and project and finance management within educational institutions.
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Jewel Reid (She/Her)
Sole Proprietor of Home Gems by Jewel
Jewel Reid is the sole proprietor of Home Gems by Jewel, Interior Design, and Home Staging. With her instinctive eye for beauty and sense of scale, her design style is sophisticated elegance with a comfortable, intimate feel. Jewel’s objective and passion remain the same; to curate interiors that not only spark joy but attain the highest level of producing functional rooms that reflect the client’s goals and personality. Jewel doesn’t just create pretty spaces but aims for her clients to feel inspired, elevated, and right at home. Her designs spread throughout the New Hampshire Seacoast area, Boston, Cleveland, Indiana, Pennsylvania, and Florida. The entire process is self-discovery, creative discovery, and learning more about how mood and function work together. Jewel’s education and counseling background bring out patience and kindness that is unprecedented in the field.
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Shelley-Ann Alisa Cullen (She/Her)
Portfolio Manager - Bank of New Hampshire
Shelley-Ann Cullen, a Portfolio Manager at Bank Of New Hampshire, also serves on the Boards of Leadership Seacoast, Business Alliance for People of Color, The LeadHERship Network, and is an ambassador for The Chamber Collaborative of Greater Portsmouth. Inducted into Alpha Sigma Lambda in 2022, she is dedicated to mentoring others, drawing from her own experiences of exclusion and undervaluation. With a focus on supporting BIPOC-owned small businesses, Shelley collaborates with diversity organizations domestically and internationally to promote multicultural awareness and appreciation.
Fun Fact: With the initials SC and working in the financial sector, $helley has adopted the initials $C (dollar and cent)
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Beth Blaney Carter (She/Her)
Owner/CEO - BBA Bookkeeping
Badass. Feminist. Innovator.
Meet Beth Carter, CEO of BBA Bookkeeping, where numbers meet innovation and passion. With a focus on empowerment and elevation, Beth pioneers personalized support to help businesses thrive, whether through innovative solutions or strategic guidance. Beyond the ledger, she enjoys sunny pool days and cozy reads, balancing her personal and professional success stories with joy and dedication. As a proud mom to Brooke and fur-mom to Mario Speedwagon, and newlywed to the love of her life, Beth's commitment to writing success stories extends to both her personal and professional life.
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Karen Lascelle, CPA, CVA, CFE (She/Her)
Managing Director - John Burk & Associates
Karen is the Managing Director at John Burk & Associates CPAs, PC, and boasts 25 years of public accounting experience. As an expert in corporate taxation, financial attestation, business valuation, and forensic engagements, she consults with clients while also teaching as an adjunct professor at the University of Phoenix and Southern NH University. Karen's accolades include being named to Forbes Inaugural US Top 200 CPAs 2024 and recognized by NACVA as an Outstanding Member. Committed to community service, she serves on multiple boards and enjoys reading, traveling, and spending time with her wife, Vikki, and their five children.
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Janie Wang (She/Her)
Business Advisor - NH SBDC
Janie Wang, a business advisor with SBDC's Central region, brings a wealth of entrepreneurial experience, having built and grown a successful e-commerce business over a decade. With firsthand knowledge of the challenges and triumphs of small business ownership, Janie offers invaluable insights to her clients. A recipient of the SBA Small Business Person of the Year award for Maine in 2019, Janie holds a Masters in Education Policy and Management from Harvard University and an undergraduate degree in Finance and International Business from New York University's Stern School of Business. Residing in Stratham with her family, Janie enjoys yoga, cribbage, and casual hiking in her spare time.
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Kristin A. Mendoza, Esq. (She/Her)
Attorney & Firm President - Abridge Law PLLC
After graduating from Boston University, Kristin moved to California to attend law school at the University of San Francisco School of Law. With over 20 years of experience advising clients on business and transactional matters, she launched Abridge Law in July 2020 to provide small businesses and startups with sophisticated legal advice at a budget-friendly flat fee. Kristin's commitment to serving her community is evident through her leadership roles and volunteer work with various organizations, including the New Hampshire Women’s Bar Association, Greater Nashua Chamber of Commerce, and Center for Women & Enterprise.
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Carlos Rincón (He/Him)
Senior Community Development Analyst - Federal Reserve Bank of Boston
Carlos Rincón is a Senior Community Development Analyst at the Federal Reserve Bank of Boston, focusing on improving outcomes for individuals and communities of varying socioeconomic backgrounds. He leads the Working Communities Challenge in Vermont, fostering collaboration across sectors to enhance economic outcomes for low- and moderate-income residents. With extensive experience in community development, Carlos is committed to promoting equity and ensuring opportunities for all to thrive in New England's communities.
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FLO NICHOLAS (She/Her)
Founder and Chief Data and Innovation Strategist - Get Tech Smart
As a lawyer, emerging technology thought leader, and global contributing author, I co-authored 'Legal Operations in the Age of AI and Data,' exploring the intersection of legal operations, DEI initiatives, and data analytics. In my role as Founder and Chief Data and Innovation Strategist at Get Tech Smart, I specialize in aiding organizations with data analytics for successful project outcomes. As a board member of the NextGen Valley Resiliency Council, I played a key role in securing a substantial $44 million grant for inclusive growth and economic development in the biomedical manufacturing industry. My advocacy for access to STEAM education, women in tech, and diversity in tech has earned me prestigious awards, including NH Business Review's Outstanding Women in Business 2023 and NH Tech Alliance's Tech Professional of the Year 2023. Additionally, I was named to the New Hampshire 200 list in 2024 for my significant contributions to the state's economy and business climate.
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ANDREA WILLIAMSON (She/Her)
Founder and Chief Data and Innovation Strategist - Get Tech Smart
As a high-energy visionary and Financial Advisor, I strive to inspire action and believe in the power of small steps. With a broad perspective from various leadership roles, including promoting women's inclusion, and over a decade of experience in wealth transfer and sales coaching, I bring a wealth of experience to my current role. Previously, I qualified for Tech Stars and served seven years in the United States Air Force. In my personal time, I enjoy hiking, traveling, and exploring diverse cultures and cuisines.
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