First impressions set the groundwork for lasting impressions. This is especially true in business, which is why your brand’s visual identity is so important. Potential clients may see your business for the first time anywhere – they may first come across your storefront, your website, on merchandise, your social media pages, etc. Everywhere your logo can be seen is an opportunity to create a first impression, and every time it's seen afterward is an opportunity to enhance that impression.

Your logo should look great – that’s a given. But beyond aesthetics, your logo should attract clients, support strategic goals, and foster brand loyalty