When I was in college we used to sit around and talk about how it was the logo that defined a company. But since then I’ve come to the understanding that a logo is yet a single part of a brand. While painstaking detail and care must go into the development of the logo, the logo will lose its power if not set apart by a strong parallel branding campaign that reflects everything that the logo is visually. That said, a great logo will encapsulate and express the very essence of a company. Thus the logo acts as the center of a branding campaign which creates a visual image for a company, service, or product. The logo cannot exist outside of a company, and a logo should not exist outside of a well developed supporting branding campaign.