What is a logo?  Basically, a logo is the image which represents your company and it’s products.  It’s function is to create a memorable, recognizable impression on the mind of a potential client or customer.  A logo is essentially the heart of a business’ identity.  This is the definition of a logo in it’s purest form.

With this definition in mind, it is clear that the content of a logo should always represent the essence of a business and add to it’s credibility.  It is most definitely a “selling tool”.  A validation to your business’ professionalism and credibility against any competition.

In any business, a large part of a basic marketing plan is to create “sight recognition” or “branding”.  Trying to create an instant recognition with the consumer that recalls your business as opposed to someone else.  A professional logo helps this cause by making a business look bigger, more professional and more memorable than plain text or clip art.

Once a company has defined it’s “look and feel” it becomes an important marketing tool  By having consumers see your logo on a frequent basis, several things can be accomplished.  First, it can invite curiosity, in which the consumer reads the remainder of your advertising to see “what it’s about”.  Secondly, it can bring attention to the caliber of jobs your company has associations with.  Third, it creates a memory with the consumer that is recalled when a certain product or service is needed - they have heard of you before...(even if they don’t remember where).  And finally, a custom logo makes a business that is composed of one, two or a few people appear bigger and more professional.

Distinctive signs and promotional products that incorporate logos are valuable marketing tools.  They also help establish “sight recognition” and “branding”.  If done well, they can boost your sales within a very short time.  We hear time and time again how quickly our contractors, for example get calls requesting bids after they purchase and display their first job site signs.  With the telephone book, the consumer must already be looking for a certain product or service before it becomes a useful tool.  With newspapers, many consumers don’t take the time to read the  advertisements.  With signage and printwear, the memory and recognition of your company is instant.

Take a moment to read "What Makes a Logo Good" for more detailed information on logo design.