"A logo doesn't sell, it identifies. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like."
A logo tells a story. A logo has wit. A logo is not a brand. A logo is merely the foundation upon which your brand is built. A logo is a symbol, an identifier of a brand. A logo is important and serves as the face of a brand, but it is not the brand itself.