"When competing with other businesses that offer the same services, however, it’s easy to fall into the trap of adopting graphical characteristics for your logo that are similar to your competitors’. This can be called logo camouflage. A predictable logo makes your company blend in to a sea of similar logos. In the same way that similar colors are designed to blend into the background, a roof-over-text logo will make you look like “another one of those.”
http://www0.nachi.org/why-home-inspection-business-needs-logo.htm
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