Corporate logos are intended to be the "face" of a company: They are graphical displays of a company's unique identity, and through colors and fonts and images they provide essential information about a company that allows customers to identify with the company's core brand. goo.gl/8qAV8z
It makes a company easily distinguishable among its competitors: given that many companies offer very similar products and services, each of them must succeed in depicting those features which make them special, those distinctive aspects which will make the consumer public choose them instead of the competition. The logo plays a key role in this because it is a direct representation of a company. goo.gl/vUDZeH If the logo were similar to another existing logo, consumers would consider the company a hardly serious and committed business. On the other hand, if a logo does not represent the typical characteristics of a company , the public will not distinguish the company’s business, and it will, therefore, go unnoticed in the market where it belongs.