A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. A logo, short for logotype, is simply an image or text that is used to represent a business or other organizations. These images are typically very distinct, and they are often used as symbols to represent specific brands. In a way, a logo is a unique identity for a brand. Family crests and flags were arguably the first logos. These early logos were often very detailed and complicated, and they stood to represent families and entire companies. Logos of today, on the other hand, are often very simple. Many believe that simpler logo designs are typically more memorable and make a bigger impact. They are also easier and less expensive to have printed on merchandise and business tools.