Developing and using a logo to establish branding for your company is a smart move.  Your logo should first be descriptive of what you do, and secondly be unique to your company.  In past times, when small businesses were starting to develop to fill market needs, logos were simply descriptive/  The blacksmith hung an anvil over his door, and the apothecary had a mortar and pestle.  Individual branding was not needed as most communities only had one of each type of business, so there was little competion (except for saloons and bordellos), especially in the "wild west."

As communities grew and competion became a factor, entrepreneurs modified the general logos to represent their particular business.  Today, a distinctive logo can make you stand out from the competiton and is an essential component of marketing.  Businesses should ensure that they have a descriptive, distinct logo and use it consistently in all of their collateral materials and advertisements to help establish their brand.

Your logo should be on your letterhead, invoices, brochures, vehicles, signage, and so on.  If you have promotional "giveaways" like pens, refrigerator magnets, or key chains, your logo belongs there as well.

I have noticed a logo usage trend that is moving from big business to small business - the use of other companys'  or organizations' logos on an unrelated product.  You can buy a cell phone with the logos of various sports teams, beer brands, or organizations like Nascar.  Ball caps traditionally have various logos on them for the buyer to choose from.  It is harder and harder to find a "plain" cap anymore!

Last week I noticed an ad in the Star Banner for an airconditioner that could be purchased with the outside grills painted with the UF, Gators, or other team logos.  While not "my cup of tea" this option might increase sales to individuals who want to show support for their university or team, or who simply want to annoy their neighbor who supports a rival team.  Note that before you use another company's or organization's logo you must have permission to do so.  Some company's and organization's will simply approve the application and send you a graphics file, while others will issue a license for use and charge you for their logo.

Does all this logo use boost sales and profits?  It seems so, as other company logos become more prevalent in the marketplace.  Perhaps this is just a throwback to the early 1900's when logos were painted on barns alongside roads and railroad tracks as an early form of billboard advertising.  I wonder if, as the next development, we will see individuals with tattoo logos instead of just artistic tattoos...