Branding, it's the heart of any company. Having a unique logo is what puts you ahead of the rest.

"A brand is not what you say it is. It's what they say it is."

"A brand must be Distinctive, Relevant, Memorable, Extendible and it must have Depth." *

Marty Neumeier, The Brand Gap (Berkeley: New Riders, 2003), 4, 126.