They are a critical
aspect of business marketing. As the company's major graphical
representation, it anchors a company's brand and becomes the single
most visible manifestation of the company within the target market. For
this reason, they are an essential part of any company's
overall marketing strategy.
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. They 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.