For most businesses, a logo is the first thing a potential customer notices. This means that a companies logo must not only be recognizable but also reflect the positive feelings that a customer should feel when working with the business. The importance of brand recognition has been proven effective by experts time and again but brand feeling is often overlooked by businesses. When a logo”s feel does not match up the the companies ideology, the customer has mixed feelings when seeing the brand the next time.
Check out this article that illustrates some brands that recently revamped their logo in order to portray a different feeling in the company for the customers: http://www.forbes.com/sites/gyro/2013/07/23/why-your-logo-needs-to-ignite-emotions/