Most people picture a logo when they think of a brand, and picture the brand when they think of a logo. People even react emotionally to logos, recoiling from ones that remind them of a bad experience, and smiling when they see one they like. This applies to small, local brands as well as to world-famous brands, such as Coca-Cola or Ford. Creating the perfect logo can be critical to the success of a business, particularly in the cut-throat world of online retail, yet many business owners choose to cut corners. Designing your own logo is often a false economy. Modern life throws so many adverts and brands at us all each day that everyone is a design expert. Customers can spot poor quality work, and they take it as a reflection on the business.