A logo is not just an image, but it’s also a symbol that has its meaning. You can take the symbol of the cross for a non-Christian, and a cross is just the intersection of two lines. For the believers, the cross represents the most core of their faith. The logo rarely inspires such adherence, but it will communicate some kind of message to people that are aware of it. The message the logo is to communicate is the one that should be trusted. If the customers associate your logo with a sense of trustworthiness, then they will be in a room to do business with your company.