Your logo is proberbly the first things your visitors will see when they visit your website, auction, catlogue, so an affective logo design is essential for presenting the image of a professional buisness. If your visitors arrive and see an amatourist designed logo they could be forgiven for thinking that you provide a amaturist products/service. This will cost you business which equals profit.
That's why businesses new and old try to establish a brand identity which often begin with a logo, and why businesses that want to change their image often start by redesigning their logo to one more in line with the new image.
Your logo delivers a visual first impression of your business. That's a pretty important role for a "picture", but it's just the start of what your logo should do for your buisness. It carries the standard for your brand identity - on your website, auction, invoices etc. Anywhere your logo appears, it should be clear, sharp, distinct and above all PROFFESIONAL.
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