potential customers in an artistic and visually stimulating way. A logo can give consumers an idea of the personality of their business and make their brand instantly recognizable without the use of words or the company name. Ideally a logo should represent a company or organization accurately enough that the viewer needs nothing else to identify their brand. Any organization that wishes to communicate to an audience can benefit from a logo to more clearly and succinctly convey a short and simple message. The logo should be printed on all the promotional materials and business cards. It should be on the website of the company and should be attached to all company emails. The logo should be visible on all exterior store signage and within the stores as well. A logo is an important part of the marketing and image of a company because it immediately conveys to the viewer the mission and values of a company. It keeps the company ever present in the mind of the consumer when it is easily recognized and used consistently on all company advertising and communications. A logo may mean the difference between a customer remembering the brand or forgetting it. The logo of a company can be as important as its name. An effective logo differentiates a business from their competition and creates a favourable first impression that is reinforced over time. A logo identifies the brand and establishes it in the minds of consumers. The Nike swoosh and the classic script of Coca Cola as well as the four colour wavy window of Microsoft are all examples of brands that have had a huge impact on the worldwide markets. The logos themselves did not make these companies successful but the image of the company logo instantly reminds consumers of the entire message and personality of the brand itself. They have indelibly imprinted their logos on consumers consciousness by heavily and steadily promoting them. A logo adds a visual image that people automatically associate with the company. It is important to incorporate the name of the company and possibly the marketing slogan into the logo design so that consumers learn to associate them with your logo. Logos can define the personality of a company which in turn can make it more attractive to consumers. A logo featuring a friendly cartoon character or cute animal can make consumers feel at ease and develop a sense of trust in their company even before they ever have done business with them. A brightly coloured or uniquely designed logo can project an air of originality and innovation. A company can enhance their ability to establish an Internet presence with a distinctive logo. They might only have a second or two to catch the attention of people surfing the Internet so a creative logo is important to keeping viewers from moving to another site. A company encourages people to associate their marketing message with their logo and by extension with their business by including their logo in advertising vehicles such as flyers and Internet bannerads. Distributing promotional products emblazoned with their logo such as pens and coffee mugs and bumper stickers can be an effective part of their marketing efforts.