Should I be meticulous when selecting a logo/ visual identity for my business?

Your brand identity, including the logo itself, is your business's face to the public. Logos are high-profile projects; they appear on every website, card, handout, presentation and package that you create. This means your logo works around the clock - helping potential customers form a positive impression of what you offer as soon as possible. Be sure also to ask for help from a designer who will go beyond crafting just one piece of marketing collateral: make sure they can build an entire system of elements which represent all aspects of your brand in equal measure across any kind promotional materials used by your company. It is essential to build a system or theme that is logical, consistent and unmistakably yours. Even if you were to hide your logo, people would still be able to identify the stuff as coming from your company.