7 Keys to Marketing Genius: Creating a Logo
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
The logo is a visual representation of the organization or the product. The logo must be used to reinforce the competitive advantage of the organization and tie into the vision of the company. A good portion of any target market is going to respond to either the logo or a combination of the logo with other marketing elements. Besides being visual, logos also have the advantage of being global. Billions of people around the world understand the Nike Swoosh. Unlike names or fancy fonts no translation is necessary. I cannot overstress the importance of the logo in modern marketing communications.