Your logo is always out front and exposed. It's often the very first impression your business makes upon a prospect and needs to sum up the ideology, ethos and personality of your brand instantly. That's a big ask for one small image. Like the bow of a ship It has the ability to break the ice and push the brand solidly in front of it's audience, or in the case of a weak logo expose the brand as a flimsy vessel, struggling to convince a prospect of it's owner's credibilty.