A logo not only establishes your company's or organization's graphic identity, it also determines the color scheme and style elements used throughout your website. The logo ties the website to everything else your company does, through printed materials, signs, and other collateral material.
Quality logo design is deceptively simple. A good logo is easily recognizable, does not lose integrity when faxed or scanned, creates a positive resonance, and stands out from all the rest. It is consistent with your industry but still unique enough to separate you from the pack.
Most importantly, it has to be a design you can commit to. Memory is visual, and a logo is a hook on which everything about your company hangs. Reputation, memories of good service, and understanding of your products are all clustered, in the client’s mind, around your name and logo. If the logo keeps changing, all of the recognition that you’ve taken time to cultivate gets flushed out and must be rebuilt.