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Before getting to the importance of logo for the business let us a take a journey back in time and understand how it all began. Although logos could carry roots from ancient civilizations that used pictures to communicate words and ideas, logo beginnings more specifically came from the 13th century. Rising up-above mom-branded companies in the early days of yore, the earliest logos were nothing more than a distinctive mark, symbol or literal brand to mark who the maker of the product was. At this time, goldsmiths’ marks and watermarks by paper makers as trademarks emerged. A powerful trademark that has stood the test of time is that of the Rock of Gibraltar that represents Prudential Insurance; first introduced in 1896, this solid image is still in use today. Another logo that has at least 100 years of exposure is the image of a dog, Nipper that sits in front of the phonograph with the motto “His Master’s Voice.” First used in 1910, the dog image is still in use by RCA, which obtained the Victor Talking Machine Company in 1920.

The logo is the most powerful and visible symbol of your company's brand. Essentially, the logo is typically the first thing a reader may notice before reading the text. Logos are a vital way of communicating what your business is ‘all about’. In a competitive world a logo helps your business to stand out from the pack and differentiates you from your competitors. It also provides a face for your company that helps consumers to remember you.

As a business owner how your logo looks and the branding activities that accompany it may not be at the forefront of your mind, as you have to juggle so many other tasks on a daily basis. You might need to rethink this approach, and value the importance of your logo in the success of business just as much as any other aspect.

After all let’s be honest with ourselves here, we humans can be pretty shallow creatures and our brains are designed to work in a certain manner.

An organisation could have a product line-up in that meets all of your requirements, but if the packaging/marketing/product is poorly designed would you give it a chance?

Have you ever been on a website and bounced off it straight away because it looked like a throw back from the mid 90′s, even though it may have had the information you required?

How about this one, have you ever met some of the opposite sex who you had lots in common and really liked, but you didn’t physically like the look of?

Hopefully you get where I’m going with this.

We as a species are incredibly visually orientated and as a business owner you may have a good operation running but if you are lacking in the visual department you could be hindering yourself.

It is important to take a good look at your business logo right now as that is a key visual representation of what you stand for.

Ask yourself some important questions.

Is it communicating the right message? Is it unique? What associations do your customers have with it? Is it outdated? Does it cause an emotional response?

A logo must be simple, memorable, timeless, appropriate and versatile, but at the same time conjure up the feeling you want your target audience to associate with your business.