Logos have long been a way for companies to help consumers quickly find their brand of their goods with one identity in the marketplace. A company may sell a broad range of goods. They want consumers to use one item and then identify it with good quality and a fair price. If the consumer is shopping elsewhere and sees the same logo, they will already feel familiar with the company. Knowing they have had a good experience with a previous company item makes them more likely to purchase another item with that company's logo.
Booth design for exhibitions must include the company's logo. No matter the colors or shape of the logo, the booth must match it for successful marketing. A booth that is completely different in color and style from a company's existing logo will confuse consumers. They will subconsciously stop connecting the logo to the company. Once this occurs, they may not feel as comfortable when purchasing that company's goods.