The logo is an essential branding device – linking all parts of an organisation under a visual statement. A logo that properly reflects the brand proposition and culture of an organisation also helps to connect across disparate stakeholder groups.
A successful logo design is supported by a design rationale explaining how each element of the design relates back to the brand positioning. As a key visual aspect of the brand identity, the logo may also be co-ordinated with the colour palette and other visual design cues that are incorporated within the brand guidelines.
