We believe a logo should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery.

 

Considering everywhere a logo goes, its design and use can be some of the most important decisions a company makes.

And the logo isn't just about what's on the paper, it's part of the deep impressions a company makes on a person, the kind that become part of pop culture: "I'm a Mac person."

This kind of brand identity doesn't come easily. You have to have a clear plan for your company. You have to be consistent in your policies and actions. You have to have a vision for the idea you want in the customer's mind.