According to Webster's Ninth New Collegiate Dictionary, "A logo is an identifying statement or motto. A logo can be a graphic representation or it can be the name of an organization. Motive is an emotion or desire operating on the will and causing it to act. Moving or tending to move to action; a recurrent phrase or figure that is developed through the course of a musical composition."

Your Mission Statement identifies the unique purpose of your business, and so should your logo. Your logo or motto is the phrase repeated throughout your various advertising needs. When developed properly your logo will be what sets you apart from all the others, and make a long lasting impression.