A logo is a company’s single most valuable marketing tool. Every time it appears it communicates something about the product or service it represents and differentiates it from a competitor’s product or service. It doesn’t matter whether it’s on the front of a business card or on the side of bus. In time it will build customer recognition and loyalty and in time it will have a bottom line value all of its own. It will have become a brand. A brand is the visual embodiment of the reputation the company has or wants to have – so it is saying exactly the right things to exactly the right people.