Logos can make people aware of your brand and help with discovery. But they can’t tell your customers who you really are unless you build meaning into them. Your brand is the experience your customers have and then tell their friends about. 

Despite their demanding presence, your logo is not your brand. Your brand is the experience your customers have and then tell their friends about. Despite their demanding presence, your logo is not your brand. Your brand is not the experience your customers have and then tell their friends about.

“Why do I get out of bed every morning and go to work?”

That’s what your brand should be built around.

Great brands are built around a strong belief system and are driven by values. Take a quick look at Nike. Phil Knight had a vision that if everyone went for a run just once a day, the world would be a better place. The Swoosh is just a Swoosh; any emotional connection you have to it has nothing to do with the logo itself, everything to do with Phil’s original vision.