A logo is important for a business for several reasons: to identify the business and its products/services, to build customer trust and loyalty, and to differentiate the business from competitors. An effective logo is simple, memorable, timeless, versatile, and appropriate. The design process involves research, sketching concepts, getting feedback and revisions, and delivering the final logo along with brand guidelines. Logos help increase customer recognition and retention, and can increase the value of a business if it's ever sold.