Boris Groysberg is a professor of business administration in the Organizational Behavior unit at Harvard Business School and a faculty affiliate at the school’s Race, Gender & Equity Initiative.

Good logos are critical for a business, as they establish the brand in a way that resonates with its customers. A logo should be easily recognizable in large- and small-print. You want consumers ...

A small business needs to protect its intellectual property, which includes its business name and logo. These items distinguish the business from the competition by generating brand recognition ...