Why is a LOGO so important?

If you haven't noticed, the Logo is the signature of a brand. Even if it should be simple, catchy, smart, and captivating, the process of making a logo is one of the most difficult tasks one can ever undertake for a business. The truth is that a LOGO is the most simple sketch one can make to deliver the most complex brand idea.
It is not a secret that logos work on the subconscious mind as it leverages basic concepts to show the essence of the company. For example, the Amazon logo showcases a smily arrow that starts on the A and finishes on the Z. Isn't that clever? How about the arrow created by the capital E and the lowercase X in FedEx? There are tons of examples we could talk about.