Βrand awareness was defined as the “strength of a brand’s presence in the consumers’ mind.” The logo is an important part of the brand because it communicates brand character through a stylized representation of the company. It is like a signature of a person. Its primary function is to remind the brand and ensure that “it remains at the forefront of the audience’s minds.” It is like a bridge between the public and the company.
Logos may act as cues to elicit stronger associations than mere attributes especially when it’s a well fitted meaningful name and this also can help the brand/company to differentiate in the presence of other strong competitors. Because of this, designing a logo is a process that involves careful consideration of numerous factors, including colors, geometric shapes, and different signs and symbols, all of which are combined to create a pleasing combination that aims “to catch” and stick in people’s minds. The right logo is a guarantee of the quality and the value of the brand/company and it can assure and sustain the contact to the public, it specifies the identity and the personality of the brand, it offers information about the services/ product, it indicates the target public, it adds emotion, it explains the code of the message, it inspires pleasure and sensibility. At last, when someone talks about corporate identity can not imagine this without speaking about logo and graphics.
