Your logo is your face that is always "awake" and working for you.
By its face the brand attracts attention, sympathy, trust, supporters and followers...
Outside you can meet all kinds of people... Some may be bad or even repulsive. Others - good and responsible. Some may be indifferent and gray. Others - colourful and fresh. Some may be daring, dreamers. Leaders. Others may even carry you on their wings. Outside you can meet a friend. You can meet someone who you were looking for... or whom you could fall in love with!
When you meet people they catch you with their faces first. With brands it's exactly the same.
The logo is an essential part of the identity of the product, brand or organization that needs to transmit certain, clear values in consumers’ minds.