A logo provides instant visual identification of a brand, company, nonprofit organization, event or other entity. Logos can convey a message, drive sales, make small organizations appear established and help large businesses gain global brand recognition by millions of people.
A well-designed logo can create a strong brand identity, convey organizational values, improve public image and motivate action. Logos can be beneficial in global marketing as they go beyond language differences.
A logo can be used on websites, advertisements, posters, brochures, business cards, company letterhead and promotional giveaways such as T-shirts, key chains, pens and coffee mugs.
Quality logo design is often done by a trained graphic designer who integrates strategy, history, context, color, fonts, visibility and other design principles. Logo contests can lead to less professional logos and can create a negative image for an organization.
A logo does not need to stay the same over a long period of time to maintain brand identity. Many logos have gone through incremental changes to accommodate cultural, political and creative shifts in society--as well as an organization's change in strategy.
Highly recognizable logos include Nike, Adidas, Coca-Cola, Pepsi, IBM, Apple, Mercedes Benz, Volkswagen, Google, Starbucks and UPS.