Remember the last time you were at an event? You probably met a ton of people, shook a lot of hands, but remembered only a small few.
Why is that? What characteristics did the people that stood out have? Maybe it was a unique Hawaiian shirt, or fancy blue glasses. You may not remember their name, but see that crazy shirt again, and you will surely remember the person and the conversation you had.
Think of your brand’s logo like that crazy shirt. You want it to stick out in people's minds, allowing them to recall your brand later on. Maybe it's something unique in your logo, or something awesome your brand has done. Either way, your logo should be front of mind for your audience, and associated with your brand and product.
Your logo says a lot about you, and can be very powerful. Have you ever wondered why Coca Cola rarely changes their famous red logo? Or why Pepsi spent a lot of money rebranding back in 2008? What about the highest valued brand in the world?