Your logo is a visual cornerstone of a company’s brand. Your company’s identity is visually expressed through its logo, which, along your company’s name’, is one of the main things that makes your business memorable.
Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry. For example, cutting-edge firms and tech companies tend to have angular logos to convey speed, while service-oriented firms have rounded logos to provide a sense of service and trust.