In today’s global market, an unprecedented number of companies are competing against each other for customers. There are two ways in which a company can set itself apart from its competitors though. One is by the means of the line of business it engages in, and the other is through the identity it espouses. Corporate identity is expressed by means of branding. A brand is a representation of what a company stands for, and the values it upholds.
Considering the above statement, one cannot deny the importance that a logo holds in bringing a brand to the top. A logo is an element that gives a brand its identity while at the same time increases its memorability. Hence, without a logo, a brand is nothing but an intangible constituent of a whole that is unknown and unheard of.