A logo is a visual representation of a company or organization that is easily recognizable and understood. It can be made up of symbols, stylized text, or both. A logo is created by a graphic artist in consultation with the company and marketing experts. A good logo shows what a company does and what it values. It communicates the brand essence of a company or what the organization represents. A logo is not intended to explain or directly sell a company, but to identify the company in a way that is memorable and familiar. A logo usually consists of a symbol or brandmark and a logotype, along with a tagline. When describing a logo, it is important to provide the logo designer with information about the business, its products, services, target audience, and industry. The logo designer will spend a certain amount of time experimenting with different styles and formats to create a logo that defines the business and helps the target audience recall it.