The first brand element your company requires is a logo design. Your logo should be meaningful, memorable, positive, and above all else, visual. An identity is not just a logo or a marketing gimmick, it is a visual representation of your brand position and overtime becomes a recognizable promise of performance and quality. A logo consists of either a word mark, or an icon, or both together. Both the word mark and the icon must each communicate the personality of your company through the use of color, font, and symbols that is representative of who you are, your key brand attributes, and the benefit of your product or service to the consumer.