What does this remind me of?
This question is at the foundation of marketing.
What signal does your logo send?
What does the typography indicate?
How do the colors feel?
What does it remind people of? And most importantly, is it the thing you want people to be reminded of?
To often we don't stop and imagine how people will interpret the message - what they will connect it to.
Reminding also means connecting.
When people think of A - they will likely think of B. What is B?