Too many otherwise bright people in and around marketing believe in the inherent paranormal powers of the logo. So what is a logo, anyway? In fact, it's the graphic reminder of the "promise" your product (read: YOUR COMPANY) makes to a prospective buyer. It's a promise about the kind of experience the buyer can expect.
Think of a logo. Cars: what does the VW logo promise? Or the Lexus logo? The Prius logo? Think of sporting goods. What can you expect about the product it adorns when you see the Nike swoosh? There are a couple of points here. First, an early-stage company isn't going to create an instant promise no matter how hip and cool and "authentic" its graphics might be. It takes time and promotional dollars to associate a logo with an experience. The second point is that it's not the logo per se that drives a reputation because the promise doesn't start there. With a new company (product) the promise made by the brand gives birth to the look of the logo. You've got to establish the promise first. The logo is merely the reminder of the experience you should expect.
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