A logo is the single visual that will represent everything about a brand. It is an image that symbolizes the voice of the company or organization. In the form of a picture mark, a word mark or a combination, it represents the branding concepts of a company’s or organizations products or services. A logo is a succinct compact message and a tool of identity. Color and typography play critical roles. The most effective corporate logos are simple, noticeable and stylized so that they can stand independently and are well recognized. Corporate logos are then used as the cornerstone in identity suites (letterhead, business cards and envelopes) and all subsequent materials.

A logo can also serve in a promotional capacity – a symbol of an event, a product launch, or an annual campaign within a corporate brand. The Hershey’s Snackology logo is a great example. This logo was created for a media campaign to launch a new product line.