a logo is the point of entry to a brand – milton glaser

By using the right brand consumers gain satisfaction, confidence and social status. Strong emotional connections are often associated with a particular brand, perhaps because they help people save time by cutting through the clamour and presenting something trustworthy.

The way people interact with a brand is through its identity – the parts we can see or touch. a successful logo then, must be the most efficient form of communication – called upon to summarize the character, values and market position of a brand.