A logo is defined as a graphic symbol which defines the identity of a business. In the context of luxury real estate marketing, a logo represents the brand; it defines who you are, what you do, and where you are going. A brand cannot be the graphic designer’s personal interpretation of what you do or how they think you should be seen. As talented as graphic designers may be, they need to be given direction as to how you want to be perceived by your target market and defined by your niche.
Above all a logo must communicate your essence and your authenticate self. It has to engender customer recognition of you and the market in which you work. A logo can be just an image (Nike, Apple, and Polo by Ralph Lauren). It can be a particular font (Jo Malone, Coca Cola), or it can be a combination of an image and font (Hermes). A logo can also incorporate a slogan (Hallmark "When you care enough to send the very best.").
A logo is also a graphic representation of your marketing strategy; it has to fit into the overall plan of your brand. In luxury real estate it has to embody the market niche you serve as well as your unique selling proposition. Does your logo fit you and your marketplace?