A business logo appears on all of the company letterhead, communications, marketing and advertising pieces of a business as a graphic representation or symbol for the company. Essentially, the logo is typically the first thing a reader may notice before reading the text. Logos help in the creation of a brand identity for a company or business because the primary functions of a logo are to inspire trust, recognition and admiration for a business or product. A logo must be simple, memorable, timeless, appropriate and versatile, but at the same time conjure up the feeling you want your target audience to associate with your business.