A corporate identity represents a company's personality through a logo or trademark, which requires extensive research, creativity and skill to design. A registered trademark typically includes a word mark to represent the company name and a device mark for a visual symbol. An effective logo identifies and differentiates a product or organization as both a practical business tool that adds value and professionalism, and as an aesthetic representation that communicates the essence of the business simply and rapidly. Simplicity in design allows the logo to be easily reproduced and remembered, with an effective logo intended to last 10 years or more before careful updates.