How important is it for a company to have a great logo?

From Nike’s swoosh to McDonalds’ golden arches, Peter Shadbolt, business reporter at BBC News, ponders the importance of a great logo and notes that the best brands conjure up an image of their business without the need to see its name. That type of instant recognition is massively important for businesses, which is why the world’s multinational companies spend millions on their logo budgets, and some can spend thousands on a new typeface or simple colour change.

But how easy is it for a business to pick a good logo, and how important is it at the end of the day?
Click here to see Peter Shadbolt’s article in full >