The new CEO called a meeting with the company’s publicist and the designer. “This company needs to work on its image,” he announced. 

Looking at the publicist, he said, “First I want a brochure. You’ve got about 3,000 words to sum up what the company is all about, where we come from, and where we’re heading. Use words our clients will understand. Make it speak to them. Make it current. And don’t worry, you can change it next quarter.”

Then he turned to the designer. “From you we need a logo. Basically, you do the same thing as the publicist. Only you get to do it in one little symbol. A symbol that will be seen by a hundred times more people than will ever read that brochure. And, by the way,” he added, “I want something that will last forever.”*


The above fictitious story (*from AdobeMagazine, August 1996) perfectly illustrates the importance of the most visible (and most valuable) brand identifier: the logo. If a picture is worth a thousand words, a logo is worth a thousand pictures.

Today, instead of a printed brochure to boost brand image, the CEO is more likely to depend on a website and social media. However, a logo should last forever. It serves to consistently distinguish an entity, its property, products, services and communications; enabling instant brand recognition.

The digital world (and pandemic) have forced even the largest of organizations to rethink their business models. Print isn’t dead (yet), but digital is more alive. In wired environments, where information can be disseminated in seconds, brand identification is more important than ever. 

With over 1 billion websites and countless social media accounts, every brand is now on an equal level: it is only the domain name, handle and logo that distinguish one entity from another. Yes, the right logo makes all the difference.




If a picture is worth a thousand words, a logo is worth a thousand pictures.