brandXpress blog

The problem is that the logo is not understood by many in the first place–even some designers. It is not simply a commodity that you can purchased to make your business appear better than it really is. It also is not an adornment that everyone needs, in order to look legitimate. The logo is actually a promise, an investment, and a part of a branding strategy.

As a result your branding strategy, and marketing efforts need to reflect what your audience needs to know to be attracted to your services, and eventually become loyal customers. The logo is a part of that strategy. In some business cases the logo will be more critical than in other business cases. But the fact remains that the logo must reflect who you are, and it must communicate to your market at an emotional level.

via Evolution of Intelligent Design blog

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