Companies use characters as logos because they create a physical face for customers. People gravitate towards the familiar features of character logos. They can also become moving images of the company thanks to animation.

Character types
Character logos take on a variety of forms depending on the company they represent. They may take on a familiar shape, such as a kissing heart for a chocolate company. They may take on human form like a smiling fisherman for a tackle company. They can be gender or age specific but they should always be unique. The character should not detract attention from the company. Rather, a product or service of the company can be incorporated into the logo as a statement of the company’s purpose.