Bounce Marketing 10 27 2017 .pdf
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Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo
anchors a company's brand and becomes the single most visible manifestation of the company within the target
market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.
Business logos are intended to be the "face" of a company: They are graphical displays of a company's unique
identity, and through colors and fonts and images they provide essential information about a company that
allows customers to identify with the company's core brand. Logos are also a shorthand way of referring to the
company in advertising and marketing materials; they also provide an anchor point for the various fonts, colors
and design choices in all other business marketing materials.
Logos are the chief visual component of a company's overall brand identity. The logo appears on stationery,
websites, business cards and advertising. For that reason, a well-designed logo can contribute to business
success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo
should cohere well with other aspects of a company's visual presentation: No logo, however well designed, can
look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the
basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.
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