The Logo: Your Company's Face.

Most of us make an attempt to look our best in important situations — we know our appearance has bearing on whether or not someone will regard us competent and professional. Our hair, our clothes, even the condition of our desk tells the people around us something about what we are like. In effect, we brand ourselves with our appearance.

The face of a company — its logo — does the same thing. A well-designed and effective logo portrays professionalism, trustworthiness, and can clearly indicate what a business does and to whom they cater. Once someone has done business with you, the logo becomes the visual representation of everything the customer experienced in relation to your business. In that vein, a good logo helps bring new business in as well as helps sustain repeat business. A bad logo can have just the opposite effect.

It's important to note that while your logo is not your brand, it IS the visual mark that represents it. So not only does it provide that all-important first impression, but also it allows customers to find you, remember you and differentiate you from all other businesses.