A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. … A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution. A company logo is a symbol of your company’s identity and creates your customers’ first impression of your company. The best logos send a message to customers about the company’s values, create brand loyalty and give company letterhead, vehicles and signs a more professional appearance.