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Join now@TimThePainter that's fantastic, and so smart! If you haven't yet done so, you may want to check out "Why Your Small Business Can't Afford a $5 Logo," the Q&A I did with @CoherentCreativ a while back. In it, he talks a lot about why it's important to look at your branding efforts as an investment and an asset to your business, not an operating cost.
This is more of a tagline story than a logo story, but I used to live down the street from a hair salon with a picture of a lady sporting an old-fashioned beehive hairdo and the words, "If Your Hairstyle Isn't Becoming to You, You Should Be Coming to Us!" That was YEARS ago, and I still remember it. Powerful stuff!
It sounds like you put a lot of thought into the symbolism of your "ICU Painting" logo. Did you work with a designer? What was your process?