The importance of having a logo and building a brand are two concepts we talk about everyday. Your logo invites people to get to know your company and communicates your values visually. In modern life we walk through a sea of brands and only absorb the essence of them. An interesting project from Signs.com called Branded In Memory asked people to draw iconic brands from memory. What the study concluded is that people have an idea of the brand but could not reproduce it. Here are some examples.
We believe that this study also shows ownership of the brand. The way the individual draws the brand or sees the brand reflects their relationship to the brand. So yes, your logo is important but building a community around your brand is what makes your company truly memorable.