Like a person’s face, a logo is an immediately recognizable feature that tells a person who or what they are dealing with. A great logo must be unique, but simple. It must look good at very large and very small sizes, whether on a billboard or on a smartphone. And, above all, it must be easy to read. A logo does not need to explain what a business does, although it can. At its core, a logo is a small piece of identity that people can connect with and thereby gain trust and familiarity with a brand.