A logo is important for 7 reasons: First, it grabs attention, and those are especially short these days. Second, it makes a strong first impression. You only have one chance to get this right. Third, it is the foundation of the brand identity. The colors, tones, fonts all determine the story you’re trying to tell and the logo sets the stage for this. Fourth, it needs to be memorable. Fifth, it separates you from the competition. Dare to be different. Sixth, it fosters brand loyalty. Consumers create consistency. And finally seventh, the audience expects it. It’s the first thing your audience will look at when they see any communications from your brand. It should be front and center of all marketing material such as business cards, fliers, advertisements, etc. I’ve tried hard to create beautiful and clear logos in the examples provided.