A well-designed logo should be an easy-to-recognise image, motif or typographic element to identify your business/brand. It should be memorable and quick to recall. A logo is often considered a small part of brand identity design and should appear in various locations (touchpoints). A logo should create an emotional connection and professional image to increase brand loyalty and excite customers. A logo is a visual symbol, while a brand encompasses the entire customer experience. A brand is a hearty mixture of brand strategy (your who, why, what and how) and your visual identity (logos, photography/illustration style, colour palettes, fonts, and supporting design elements). A brand dives deep into your key messaging, what you are selling, your tone of voice, who your product/services are for and the strategies behind your communications.