WHY LOGOS MATTER Although company logos are only one part of the whole brand identity design, their importance should not be underestimated. Logos generally appear at every touchpoint between a brand and potential or existing customers. A good logo is an essential element in building a solid brand image. It can be the first thing your customers see and therefore the first impression they have of your business.

Logos make it easy to identify your brand, recall it, and distinguish it from its competitors. At the same time, they can also contribute to consistency across different channels of communication. As your brand grows and uses more and more ways to reach customers, design in general and logos specifically create connections.

Successful branding triggers an emotional reaction in the audience, and a well-designed logo can be enough to generate that reaction. If the reaction is favorable, the logo reinforces those positive feelings toward a brand. Because of this strong connection, many brands hesitate to change their logo. They may update it when it starts looking tired but essentially retain a similar feel and design direction. ______________________