A logo is what identifies a company by the use of a symbol, signature, or mark. It doesn’t necessarily have to describe what a business does, but it should represent the story of the brand and company. Logos do not sell the company persay, but over time a logo helps consumers build trust with a company’s products or services. Corporate logos are intended to be the ‘face’ of a company. They are the unique identifier of a company, and through colours, fonts, and images, they provide essential information about a business that allows customers to relate with the company’s core brand. Logos are also a shorthand way of referring to a company in advertising and marketing materials; they provide an anchor point for the various other aspects in a project as well, like fonts, colours, and the design choices. This analogy completely embodies why a strong logo is important. A logo creates an image for your brand, and the more people see your logo, they can start to associate it with your brand. Just like how we associate the “swoosh” logo with Nike, or the “golden arches or M” with McDonalds.