In the marketing world, a lot of attention is given to the concept of “image”, both on an individual product level and for a corporation as a whole. Researchers know the perception of a product or service can be vastly different from actuality. Business owners are faced with the difficult task of communicating to their consumers exactly what benefits they will derive from using their product or service vs. the competition’s offering.

One way businesses do this is through their logo, or their corporate identity. Part of a logo’s impact comes from repetition, the very act of seeing a familiar symbol on a continual basis. Every company, every branded product or service needs a logo for this purpose. Because logos are everywhere, it is essential for a logo to have meaning; to present to the subconscious mind of the consumer a message about the corporation and/or the product it represents. Of all the factors that comprise corporate image , the most significant one is that of integrity. Integrity, in itself, has components: honesty, loyalty, determination, strength, completeness, dependability.