Recognition is extremely important in maximizing your response rate. It's a proven fact that you will have more creditability with the reader if the reader recognizes you.  Unfortunately such recognition is hard to achieve by written words; most people tend to forget what they read very quickly, since we are bombarded with advertisements in today's market.  But most people will remember a unique logo.  You company logo is the first step in branding your organization. Branding your organization, regardless of how small or large, should be at the forefront of all your marketing campaigns.