Determine the primary function of your logo. A logo represents your brand through the use of shape, fonts, color and images. Being clear on why you need a logo can guide your design.
•Boost recognition. Is your company new or competing in a field with a lot of other players? Having a strong logo can help clients recognize your brand more readily.
•Create memorability. Consumers shop with their eyes and logos can be easier to remember than names, products and services. Over time, a customer comes to associate your logo with your company.
•Create trust. Part of bringing in and keeping clients is based on their willingness to trust you. A solid logo that conveys your honesty and integrity can help put clients at ease.
•Enhance admiration. If clients already have a good impression of your business, you can build on that by creating a logo that is well-regarded for its good looks, cleverness or effective simplicity.