The logo has been so effective in marketing both his restaurant and retail merchandise that Wong hasn't changed it since.

"It just fits perfectly," said Dan Nakasone, owner of Ad-venture Co. who designed the logo. "For visual branding you see the logo and, boom, you know it's Alan Wong. That's a big part of (logos). They convey a message and a feeling."

Logos can be one of the most effective tools for marketing and branding any business, from restaurants to retail shops. They are visually representations of a company, its image and its philosophy. And they make both the first and often most lasting impression on consumers.

"The value of a good logo is immeasurable," said Jeremy Bennett, partner with Joots Inc., a Kaimuki-based marketing/advertising/design firm that focuses on both traditional and new media. "Your logo is the touchstone of your business' visual identity, which, in turn, informs the impressions that your audience has of your business."

But they can be costly.

Professional designers can charge anywhere from a few hundred dollars to tens of thousands — and more — depending on the complexity of the logo and breadth of the project. On average, it costs between $5,000 to $10,000 for a professionally designed logo, experts say.

(Of course, the cost can be much higher, even in Hawai'i. For example, the contract to design a new University of Hawai'i logo, which was dropped in August 2004, reached $74,000.)

But cost is worth it if the logo helps promote your business and boosts sales, experts say.

"Companies can always survive without a logo," said Bill Haig, author of "The Power of Logos: How to Create Effective Company Logos." "But logos are the extra edge that a company can employ to be successful. And sometimes it's a big edge."

While larger companies may have in-house graphic artists who can design logos, small businesses typically don't. Owners are left with two options: hire a professional or create their own. And the latter can be problematic if they have no training in marketing or graphic design.

"A poorly designed logo can say the message is weak," Nakasone said. "Consumers will think (your company) isn't substantial."

But hiring a professional isn't just for start-up businesses.

Companies that have been around for years should consider updating their logo to keep pace with the shifting tastes of consumers or to better reflect changes to their business, experts say.

Zippy's Restaurants, for example, has had dozens of logo designs in its 39 years in Hawai'i.

When the first restaurant opened, the logo was a design of red polka dots. Then Moki Man, a shaka-flashing surfer, was introduced as the company's mascot. Both designs were used on print products and uniforms.

But in 1975 the restaurant wanted to modernize its image. It retired Moki Man and opted for a more professional, upscale look. The company used its name — Zippy's — as its logo with orange, round-edged squares.

Zippy's has continued to use its name as its logo until a year ago, when the company introduced a symbol to represent the locally owned restaurant chain. The new logo, which is still accompanied by "Zippy's" for now, is a red circle with a thin, white "Z" in the middle.

It has taken Zippy's about nine months to make the transition from the old logo to the new one.

"We went with the (new) logo because it has a free-flowing feel to it," said Charlene Kim, administrative director who handles marketing for Zippy's. "The idea is that, at some point, we wouldn't need to use the Zippy's name with the logo. Sort of how Nike uses the swoosh."

Zippy's new logo is an attempt to brand its image, especially on the Mainland, where its frozen retail products are now selling.

"I believe it does give us an identity," Kim said. "Part of developing the logo was to also be identifiable outside of just being a restaurant. I think that has been successful."

Hilo farmer Richard Ha has been selling bananas under the brand Kea'au Banana Plantation for about 25 years. He also grows apple bananas under the label Mauna Kea Banana Co.

But two years ago he branched out, growing papayas, navel oranges and hydroponic vegetables under a third label, Hamakua Springs Country Farms.

Now he wants to put everything under one banner — Hamakua Springs Country Farms — with one logo, an image of a waterfall, that should tie it all together.

"It's confusing to have three brands," said Ha, who owns the company with his wife, June, "so we wanted to consolidate under one brand. It's a big step for us because for 25 years we had one brand. It's hard to shift, but we think it's the right thing to do."

And he hopes it pays off.

He hired Hilo-based designer Nelson Makua to create the new logo, which illustrates the quality and freshness of his produce.

Ha isn't worried about ditching a reputation he's built up with his banana brands over the years. He has faith in his new line, which has already grown in popularity statewide, to sustain his credibility.

"It will have a more visual impact because (the new logo) will be everywhere," Ha said. "Basically, we're talking real estate."