ataraxian71 (November 30, 1999 at 12:00 am)

This is true. A brand becomes valuable with the passing of time and the reputation that has developed behind the brand. The most valuable logos out there are those that have been associated with a brand for a reasonable length of time, and they are most remarkable in that they are easily recognized - not that they are especially impressive, cute, or artistic. Logo artists know that they have to appeal to the business owner, not the customer, so logo design is still influenced by poor factors.

kmander (November 30, 1999 at 12:00 am)

Branding is beyond logos and their position on a webpage. A logo merely anchors particular experiential associations with the brand. The YouTube logo makes me think; free video, vast library, hassle free, good user experience etc. The logo itself does not convey these feelings. That's not to say they're not important and can create a positive first impression - if you're a premium brand, then you could use Times New Roman against a white background.