A new brand has one major challenge which is to appeal to customers, customers that often are already buying products from other places. A log while is seems to be a trivial thing, is often the face of your product and the first thing your customers will have a relationship with, it has on one clean sweep transmit your brand´s philosophy, identity, differentiation, segment, and justify a price point. Its not all about pretty colors and a trendy font. a logo should encompass brand attributes and empower them to make an impact in your potential customers mind.