Most everyone has a general understanding of what logos are, in terms of current products and advertisements. People recognize the logos of well known large companies and products. Most people will say that logos are used to help identify a particular brand. A more detailed understanding comes from thinking about how local logos, not just nationally advertised products, are used. Almost every organization, whether it is a local small business or an international charity, uses a logo. A logo is a unique graphic symbol used to represent or identify some group or idea. Its easy to see how logos are important in brand identity, and a vast amount of thought and marketing research is applied to even the simplest local logos. One thing that may be overlooked as an organization grows is the changing customer base, and changing needs based on the local environment. Managers may need to rethink the logo as the locale changes. When it comes to a local market, understanding the local demographic can make the difference between success and failure. What may be a perfect representation within one cultural context may be inappropriate in another. Logos that may be fantastic for one country may be disastrous in another. There are many dangers in remaining committed to an original logo, and creating different local logos is one ideal solution for a diversified business or organization.