Brand Identification is the paramount purpose of a logo design and rest comes later. Fads come and go, trends and techniques keep evolving, but for the eternity the primary goal of the logo will remain the same, i.e. to identify the product, service, brand, person etc. Hence, it is important for a logo designer to study the conditions in which the logo will be seen, so that he could come up with a culturally appropriate design which can be easily identified by the mass audience.