Accomplishing nothing for the company other than generic identification, they fail as marketing tools and make poor use of their print. Yet in the above example, a service of that kind is selling creativity. You may not like the name but you will remember it and it will create an impression. A good identity basis ensures that the impression is the one its owner wants. An effective name reflects the purpose and even perhaps the key benefit of a company.
Logo People remember visual impressions.
The stronger the visual, the greater the impression. If the impression dramatizes an idea, or better yet a benefit, the logo greatly affects the success of a company. A logo remembered with the right perception contributes heavily to an image that results in referrals, return business, customer and employee loyalty, and ultimately in profits. It is depicted by a symbol that is either poorly rendered or strangely encrypted. Confusion doesn't make a positive image.