Your logo is not your brand
The mark is the smallest part of the system, and usually the last thing worth arguing about.
Category,
Branding
Dev Okafor
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Every rebrand conversation starts at the mark and stays there, because the mark is the only part of the system everyone in the room feels qualified to have an opinion about.
What people actually encounter
In practice, customers meet your colour, your typography, your photography, your tone of voice, and your product interface far more often than they meet your logo in isolation. The mark is a signature at the bottom of the page. It matters, but it is not the argument.
This is why identity work that begins and ends with the logo tends to disappoint. Six months later the company looks the same, because everything that carries the weight — the layouts, the language, the pictures — went untouched.
Spend the argument budget elsewhere
Pick the two or three elements that will do the recognition work and defend those hard. Let the mark be quiet. A restrained logo inside a confident system reads as assurance; an elaborate logo inside a vague system reads as compensation.
