The design of a logo is the result of experiment and a long process of refinement. Ultimately, it should reflect the integrity of the business it symbolizes, and should serve as a solid, yet flexible foundation upon which to build a brand identity program. The effectiveness of the logo is dependent upon how it is used —its arrangement, exposure, and adaptability all contribute to the “personality” of the business. The attention to detail in its usage can be as important as the design of the logo itself, and directly affect it’s memorability and success.