“Be careful with this style,” says designer Ashley Lippard. More businesslike brands or larger companies might want to go another route. For example, a cursive lettering logo is great for a fashion boutique but might seem out of place on a sign for a corporate investment firm. “It makes sense for photographers because they are their own business. A motivational speaker would also be a good signature brand because it’s their identity they’re selling,” says Lippard.