Seth Godin has a great blog-post on companies focusing way too much time and energy on Logos and mistakenly believing that a fancy logo is sufficient to rejuvenate a brand.  Finally!  I have set in way too many meetings where people would argue the nuances about what their logo should be, its color scheme.  Some get really defensive about their idea and the logo selection process drags on for months.  Meanwhile, the real value i.e. Customer Experience is neglected.  As Seth says, a logo is simply an identifies, like a first name - it does nothing beyond that - does not grow market share.  A cheap logo or just acronyms can do as well as an expensive one.  I think I will distribute copies of this blog-post the next time I am in a mind-numbing logo discussion.