Logos are a company's major graphic footprint, anchoring brand to all other marketing materials and may be the single most visible manifestation of a company within their target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy. Intended to be the "face" of a company, logos display a company's unique identity, enhancing its core brand. Logos are also a shorthand way of referring to the company in advertising and marketing materials. Good logos should be unique, attention getting and understandable, communicating information about a company or its industry.