As part of the whole CI, the logo is your most valuable visual asset and its the core of your brand. So the design and expression is of the essence. Instant recognition and connection with the associated feeling, which will be defined and created in the Branding process, is what makes it such a powerful tool. Even if its only a small icon or symbol, when seen and recognised, it can move people to action. This is a perfect example how powerful visual assets such as logos and icons are, in communication.