Logo vs. 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.
Nike spent $250 to buy a swoosh. Probably a little more than they needed to. But the Nike brand, the sum total of what we think and believe and feel about what this company makes–it's now worth billions.
The swoosh is just pixels.