Your logo is one of the most important items in your brand arsenal. Everything feeds off this one, significant, composite of word, colour and imagery as it helps set the tone of your organisation. Are you quirky and fun, professional and austere, or somewhere in between?
Everything from the font selection and colour, to the style of the graphics and the way they relate to each other, gives your audience and target market little clues about the way you do business and what you hold to be dear. A good graphic designer can interpret everything into a design that not only speaks to your own sensibilities, but also those of your brand identity and your clients.