Logos are the foundation of any brand identity, and each one is a puzzle to be unlocked. Sure a logo needs to look good, but equally important it needs to convey the brand’s personality. A great logo uniquely captures the business premise and spirit of a company through text, an illustration mark, and color, setting the visual tone for the entire brand story. As building block number one, it’s your first opportunity to engage your customer and announce your arrival in the best way possible.