Logos provide ways for people to understand brands, and they evoke deep brand meanings.
That's why it's crucial to design logos as reflections of a company's brand. Put simply, brand is the promise that you keep, and a company has to keep its promise. Brand provides a common focus and a solid structure to do just that. It is how a company acts and what it does and says. It is essential for a company to actually live a brand and demonstrate that external brand images are true reflections of the company they represent.