Your mark or logo is not the same as your brand, however it has to represent your brand so immediately that it captures your audience’s imagination completely every time they see it. It serves as the foundation for every aspect of your brand’s vocabulary of shapes, symbols, colors, language and emotional appeal. Your brand, on the other hand, is everything about you, your product, your company and your people.  Your logo is essentially the face that you present to the world. It is, quite literally, a symbol of trust.