Logos

Logos make it more efficient for customers to recognize a brand's product and begin their purchase consideration process. Making a name a logo means making it graphically uniform, easy to read, and imbued with style and symbolism that can be appreciated by the brand's customers. Content is still queen. A bad brand with a great logo will never get its legs in the marketplace. A good brand with a poor logo will grow in spite of that handicap.

Logos often evolve until they are just the name of the company. Usually the bigger the company, the more this is so. Some examples of this are Panasonic, Sony, Kellogg's, Microsoft, and Xerox. A few companies are in the enviable position of having a wordless symbol stand for their company, such as Apple Computers and The Red Cross. Smaller, newer companies usually have more "pictures" in their logos. They have a smaller brand presence in the minds of consumers (or none) so they often require their logos to do more visual communicating until their brand gains more presence in the minds of consumers.