A logo (also known as a mark, brand mark, trademark, wordmark, logotype, symbol, or brand icon) is a graphic and/or typographic mark that identifies your organization. It is only one element, albeit a very important element, of your organization’s brand identity* and helps with recognition, differentiation, and recall. Logos are a tangible way to express some of the essence and characteristics of your brand, but there’s no way a logo can represent or illustrate everything about your brand.
Instead a logo serves as a visual shorthand or the organization’s signature. You can think of the logo as the “brand box” where people can mentally store all that perceptual information (both positive and negative) for later recall. It’s a means to filter and organize memories, messages, and data points over time so that ultimately a fairly simple and abstract graphic logo can embody a whole story or history.
A good logo is an important brand asset and a way to help differentiate you from your competition and communicate the essence of your brand to the market.