Colors, Tones, and Fonts all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story.
These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.
Logos are a point of identification; they’re the symbol that customers use to recognize your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does, and more importantly, how it makes them feel.
Because a good logo is a visual, aesthetically pleasing element, it triggers positive recall about your brand that the name of your company alone might not.
Your logo is the first thing that your audience will look for when they see any communications from your brand. It should be front and center of all your marketing materials such as business cards, flyers, advertisements, etc.
If you don’t have a logo (and one that stands out), then you are missing an opportunity to make your business stick in the minds of your audience.