Companies have the advantage of getting customers attention and building perception initially by their logos. How a customer perceives the brand based on memory or any of the five senses translate how they build the perception with that specific brand and relate to it a later time from their long term memory. It is our jobs as marketers to engrave a positive brand perception and positive identifiers for customers when they think of our brand to see your logo or slogans and or even colors. When building the brandscape for a company colors play a major role in the psychology for example: yellow and red triggers hunger and when we see most fast food chains we see the colors yellow and reds reflected in the logo color scheme. therefore think about the perception of the brand you are trying to build and how the logo your company currently posses fit into that brand image.