Why a pretty logo alone does nothing

People overvalue the logo because it is the easiest thing to show. The problem is that a symbol alone will not save dead communication.

A logo does not replace strategy

Without a sensible direction, the brand will still feel bland even if the mark itself looks aesthetic.

Implementation matters more than the render

How the logo works on the website, social media and sales materials matters more than the nice file sitting on Behance.

Summary

A pretty logo is a nice extra. The brand system is what actually does the job.