“When considering a logo, soon to be or existing, it must be understood that a logo is not a brand. A logo is just a mark or symbol, be it iconic or typographic or a combination of the both that is created with the intent of representing or embodying an ideology or a set of principles larger than the sum of its inherent parts.

A logo, poorly or well-executed can come to stand for a great many things. All of these seemingly embedded definitions or characteristics lie far beyond the logo’s built-in aesthetic nature. For a logo to take on such layered meaning it must be supported by ideas, actions, outputs and ultimately human beings. It’s at this juncture that logo and brand intersect.

A brand, in time, can come to define a logo. And, human beings, in time, can come to define a brand. A logo on its own can not define a brand. A logo can represent or identify a brand, but not define one. It’s the thoughts, actions, and output of the human beings behind a brand and thereby behind a logo that come to define a brand and ultimately imbue a logo with meaning and value.”

well put…

via cypher13