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See full list on brandfolder.com You can think of the logo as the brand box where people can mentally store all that perceptual information (both positive and negative) for later recall. A good logo is an important brand asset and a way to help differentiate you from your comp.

A logo (also known as a mark, brand mark, trademark, wordmark, logotype, symbol, or brand icon) is a graphic and/or typographic mark that identifies your organization.

Logos are a tangible way to express some of the essence and characteristics of your brand,but theres no way a logo can represent or illustrate everything about your brand. Its not that they dont need a new logo. Instead a logo serves as avisual shorthandor the organizations signature. See full list on gistbrands.net