Determine the primary function of your logo. A logo represents your brand through the use of shape, fonts, color and images. Being clear on why you need a logo can guide your design.

• Boost recognition. Is your company new or competing in a field with a lot of other players? Having a strong logo can help clients recognize your brand more readily.
• Create memorability. Consumers shop with their eyes and logos can be easier to remember than names, products and services. Over time, a customer comes to associate your logo with your company.
• Create trust. Part of bringing in and keeping clients is based on their willingness to trust you. A solid logo that conveys your honesty and integrity can help put clients at ease.

• Enhance admiration. If clients already have a good impression of your business, you can build on that by creating a logo that is well-regarded for its good looks, cleverness or effective simplicity.