A logo serves as the visual representation and identity of your company. As your brand grows, consumers will begin to associate your logo with the experiences they have had with your business. This is why it is so important that your logo represents and communicates the values that are important to you. Large corporations around the world spend millions on surveying consumers on how their brand is perceived. This is for a good reason, a potential customer’s perception of your brand will often be the deciding factor in their purchasing decision.