Logos are an important part of your branding strategy. As your company's major artistic representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within your target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy. Logos are the chief visual component of a company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo should cohere well with other aspects of a company's visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.