In the marketing world, a lot of attention is being given to the concept of "Image", both on an individual product level and for a corporation as a whole. Researchers know the perception of a product or service can be vastly different from reality. We are faced with the difficult task of communicating to their consumers exactly what benefits they will derive from using their product or service vs. the competition's offering.

A logo does this in a very subtle way. Part of a logo's impact comes from repetition, the very act of seeing a familiar symbol on a continual basis. Every company, every branded product or service needs a logo for the purpose of branding.

The marketplace is awash with logos, repeated in television commercials, on trucks that pass us by; on packages and signs in the supermarkets; stationery and flyers. The list is endless. It is essential, then, for a logo to have meaning; to present to the subconscious mind of the consumer a message about the corporation and/or the product it represents.

This isn't an easy task. It's a very complex equation that we must develop. The equation has several image-making factors that must be created and sent out for digestion by consumers.