SHR Perceptual Management
Landor & Fitch
Your logo is important because the brand is important. But a logo is not a brand; it’s only a part of your branding. A brand's identity incorporates every interaction with consumers and every marketing practice that differentiates your business, product, or service from another. These include visual design, marketing, communications, and messaging, which make up every experience that people have with your business.
Simply put, a logo is a unique identity that represents an organization. Logos enable companies to be easily identified, and the best ones become a universally recognized shorthand for their brand.
An effective logo is built on research and strategy. It must be memorable, flexible, unique, and appropriate.