Perhaps the most important and basic piece of any company's branding effort – the company logo, logo mark or icon must commuicate all that you do and all that you stand for in one graphic symbol. Its importance should not be underestimated. Usually on a business card, this graphic is the first thing a customer sees, after your sales rep, when interfacing with your business. And after that rep has gone, it is at the least, the one thing that will stay behind as a reminder of your business.