Logos are Cheap
The word logo has been devalued. Businesses no longer associate them with their brand or brand strategy. Logo's are a dime a dozen. They have no perceived value. Businesses don't realize they're the gateway to the brand. The tip of the iceberg. The simplest expression of the business. What it does, how it does it different. More than a signature. More than a sign. More than a flag. They become synomous with the company. It's reputation, its ethos. They symbolize why it started and why it exists. They're vessels for meaning. You pour into them over time. If they mean something great, people embody them. They put them on their car, their locker, their desk, their clothes. That's more than a "logo". Your company is worth more than that. You need a brand mark. Something distinct, ownable, substantial, and inspiring. It's time to reinforce the value.
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"[...] Identity - The tangible physical ways that people experience your brand. brand marks, color schemes, brand names, taglines, websites, product design, the way you answer the phone, [...]"
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"[...] people think about logos in different ways. We like to refer to them as brand marks as they are much more than just a logo. A brand mark is the single most important mark; it's the heart of the brand and communicates [...]"
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"[...] that might live as small as 16×16 pixel favicon. A brand mark or logo is just the tip of the iceberg for a brand's identity, and can lend itself on the simple side. If it does, the mark then should [...]"
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