Symbols vs. Emotions
Seth Godin on the difference between your logo and your brand:
Spend 10,000 times as much time and money on your brand as you spend on your logo.
Your logo is a referent, a symbol, a reminder of your brand.
But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.
Too many people don’t understand this.