A company's logo plays an important role, as it provides the customer with instant recognition of your brand, business or the services you offer. When potential customers need your services or products, they may not immediately recall your name.
Plainly show who your company is and why you're different to the competition. Have a distinctive personality that is appropriate for your target audience. Be consistent in its messaging and design, reinforcing the position, promise and personality at each touch point.
A well-designed logo can offer substantial benefits to brands. It can help pique the interest of consumers, differentiate brands from competitors, facilitate brand recognition, influence investors' decisions, and convey what a brand is all about.
A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It's emotional, visual, historical, and human.