A brand is the essence of one’s own unique story. The key, is to make something authentic, unique “you”. Otherwise, your brand will just be a facade. The power of a strong logo in brand identity is that a simple visual can instantaneously communicate a brand and what it is about. Some large brands are able to do this by symbol only, without words, that is the Holy Grail that brands aim to hit. This represents the very essence of communication to its most primitive roots. Not many can pull it off. Logos are vitally important, but are just one component of what creates a strong brand. Logos should support the broader brand strategy that supports an even bigger brand story.