Have you ever noticed how the big corporations have their familiar logo on everything? Apparel, stationery, shipping labels, signage, vehicles, websites... the logo is on everything, consistently applied and instantly recognizable. There's a reason for this. It's been researched and proven time and again.

 Establishing and maintaining an identity is an effective psychological tool that targets a specific, demographic market segment and builds their confidence in the company. This identity also enhances  credibility with employees, vendors and other organizations. It's not rocket science, but it IS the science of psychology.

 An effective indentity or "brand" begins with a professionally designed logo. There is a lot more to a good logo than meets the eye, and working with an experienced professional is crucial. A poorly conceived logo can compromise an image from the outset and that can be difficult but not impossible to overcome.

It's becoming more common for laypersons to design their own logo because, let's face it, everybody has a Dell and a click art CD these days. But then, anybody can buy a scalpel too. Would you take out your own appendix?