A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.” Paul Rand Your company logo is the embodiment of your brand’s persona. Not only that, but it is an easy and effective way to make your brand known and recognized. Without this recognition, your target consumers will not be able to easily identify you, and your company may be harder to remember than others. For this reason, you should focus on getting as much exposure for your logo design as possible. That’s not to say that you should make it huge and slap it on everything – keeping it small and understated can have just as much of an effect. Less is more, as the saying goes.