|This is not the logo that you want.|
|This IS the logo that you want.|
The point of this, aside from being a sales pitch, is to reveal just how marked a difference there is. You do not want to be the company that is fighting for the minds of the public with a substandard market presence. You want to be the company with a personality, any personality. Well, not any personality. You don't want the personality of a KKK member or some other such thing. But barring racism and violence, you need a personality. You need people to think of something intangible when they hear your brand. Playful, mature, wise, high-tech: these are the characteristics that you want people to feel.
And just as the best way to initially communicate something about yourself is your facial expression, so it is with the "face" of your company: your logo.