You have one chance to get this right. A logo is a company’s first introduction to consumers. If designed well, it can pique the interest of the public and invite them to learn more about the company; if not, you’ve just alienated a potential customer base and basically tanked your business. Your logo should have a simple design and shouldn’t compete with the logos of other businesses. You don’t want to launch an advertising campaign with something that customers might confuse with a trademarked logo.

Successful branding is about telling a story that will influence customers’ emotions – plain and simple. While it’s true that logo design is only a part of a company’s brand, it serves as the foundation for the entire narrative on which the brand is built. Colors, tones, fonts – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story. These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.

Logos are a point of identification; they’re the symbol that customers use to recognize your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does – and, more importantly, how it makes them feel. Because a good logo is a visual, aesthetically pleasing element, it triggers positive recall about your brand that the name of your company alone might not. And some of your audience will likely forget the name of your business (don’t take it personally – it’s human nature), but they’ll immediately associate your logo with their memories of your brand.

Dare to be different with your logo, because your company logo tells consumers why your business is unique. A well-designed company logo can communicate everything from the company’s background (professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right icon or proper font. In other words, your logo is the forum to both convey your values and show consumers why you’re not like your competitors – you’re better.

As your brand grows, your logo is going to become more familiar to a wide range of consumers, and this familiarity creates the perception that you’re trustworthy and accessible. Trust is built on a well-designed logo, and brand loyalty is quick to follow. Once they like you, your customers are going to seek you out again and again – and your logo is the thing they’ll look for first.