The document discusses the importance of logos in brand creation. It states that a brand consists of a product, concept or service that is publicly distinguished by perceptions, trademarks, logos, colors and slogans. The most important part of brand creation is the logo, as logos provide essential information, act as a shorthand way to refer to a brand, and help anchor a brand. Famous logo designer Rob Janoff is renowned for designing the iconic Apple logo and has experience working with major brands. To create a strong brand, developing an effective logo is key.