The red and white Coca-Cola bottle logo and the Nike swoosh are recognized around the world. Business logos help cement a company's name in the public's eyes, and truly successful logos become pop culture icons.
The primary purpose of a logo is to establish brand recognition, helping consumers remember the name when making a purchase.
A logo can state what kind of products or services the company sells. For example, the shape of the Burger King logo represents a hamburger between two buns.
When introducing a new product, the company's existing logo can establish a sense of familiarity and comfort, making the consumer more willing to make a purchase.
A memorable logo establishes a sense of unique identity for the company and helps distinguish it from its competitors.
A clever or imaginative logo implies that the company employs clever and imaginative people, creating a positive association in the viewer's mind.