Logos form the critical aspect of business marketing. As the company’s major graphical representation, a logo becomes a company’s brand and the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company’s overall marketing strategy.

Corporate logos are intended to be the ‘face’ of a company: They are graphical displays of a company’s unique identity, and through different colours, fonts and images, they provide essential information about a company that allows customers to identify with the company’s core brand values. Logos are also a shorthand way of referring to the company in advertising and marketing materials by providing an anchor point for the various fonts, colours and design choices in all other business marketing materials.

As logos help establish instant brand recognition, logo designing should be considered to be more strategic in nature over aesthetic, although good aesthetics do form a part of good design. The meaning from the logo will be generated with time as its interaction with the consumers and other stakeholder increases day by day. The interactions in the long run eventually influence the consumer’s decision of buying the particular brand’s products because of the emotional connect between consumers and the logo. Apart from this, logo design helps in communicating brand value and creates additional meanings along with showcasing certain symbolism towards the brand.