The logo has the dual function of representing and differentiating. The positive function of representing what a company is and the negative function of representing what a company is not, that is, your company is not its competitors.

Your company’s logo must widely differentiate it from its competitors, it must make it unique. Having logos that are similar to your competitor’s is not a good policy. It is not good because the purpose of the logo, representing your company without confusion, is cancelled and it is not good because there are several laws protecting logo designs and copying a logo can have serious legal consequences.

When you begin to think about your logo design, you will have to think about not only what your company is represented by and which its basic features are, but also what differentiates it from its competitors, highlighting your company’s strongest aspects and diminishing those where your company is weaker than its competitors.

There may be matters your company cannot change for some reason and that your competitors have managed to overcome. Through your company’s logo, you will be able to overcome the material drawbacks preventing you from beating your competitor in a certain aspect, allowing you to beat them through the logo. The logo can be a battlefield among competitor companies, where the winner is not the most powerful one, the richest one, the best one in sales, but the one that is cleverest and works with the best designer team. The logo can help a company beat is competitors, if not through what they produce, through the way it is seen. The public will be attracted by a company's logo before it is attracted by its products. It is clear that if the products offered by a company are deficient, a logo will not save it, but if you trust the products you make, do not spare efforts to achieve an excellent logo design, giving you an edge over your competitors in the market.

The logo can aim not only at beating your competitors, but at attracting a public who was not interested in the products offered by your competitor, not because it does not want those products but because it does not feel identified with who sells them. The logo can divide the waters and address mainly a target group your competitor has not taken into account or has taken into account within a more comprehensive group. If your competitor includes, within its target group ´men between 30 and 70 years old´, all men between 30 and 70 years old in the same way, your company will be able to prevail with a modern logo directed at “men between 25 and 45 years old and absorb that group of people not feeling SPECIALLY identified with your competitor.