Logo design is so important. When Tropicana decided to switch their logo and packaging on their cartons of orange juice, consumers described the new packaging as "ugly" or "stupid," and resembling a "store brand." Eventually, Pepsico reverted back to the old carton design after receiving enough feedback to warrant the change.
When I design a logo and graphic identity standards for a company, I do a lot of research to understand the company's niche and consumers. A well-designed logo should help position a company inside it's niche as being the best choice for meeting a consumer's need.
This year in 2011, I will be featured in the TrademarksUSA design book by David E. Carter.