A logo is simply a graphic that represents a company. Typically, logos are simple, making them easy to remember. Logos are also connected to advertisements in the form of billboards, paper ads and commercials, so customers learn to associate the logo with the company. It is easy to print logos on small advertising products, such as pens, key chains and stickers, that can be handed out to expand the reach of the company.
Even when a logo does not have words, it creates a brand that is associated with the company and the products or services the company offers. This helps with advertising, since simply showing the logo in a newspaper or billboard is enough for customers to recognize and think about the company. Recognition is one of the most important parts of a logo and branding, since it keeps the company at the front of customer minds. It is necessary to have a quality logo, since the logo is the face of the company. A badly designed logo turns away customers and is forgettable.