The logo. The most basic element of a brand, and arguably the most important. It's the initial handshake a consumer makes with the brand and it's imperative to make the right impression with it. Who wants to give their business to a limp-wristed brand they're not quite sure they can trust? Aside from simply looking pretty, it needs to mean something too. And evoke an emotion. Trust, stability, fun, humor or attitude to name a few.