What is a logo? Why is it important for your project or company? Logo design is the art of creating the graphic design pieces that - if well done - associate a certain combination of shapes and colors with a brand, an idea or a concept. The results of the logo design process will have a major influence in the entire identity of your project, brand or company, as the logo is the most important piece and settles the guidelines (colors, shapes, textures, etc) that will be used for all subsequent graphic design work.