I found this  post by Derrick Daye interesting. And to answer his question…yes I think it does.  You can argue that logo design doesn’t matter but he is talking about companies who have put millions behind marketing, and now their logos are deeply imbedded in our collective sub-conscious. How can you say these don’t matter? They are part of the zeitgeist.  What do you think?

“In an era of crowd sourcing and online $100 logo design, the specialized skills and talents involved in identity design are seemingly being marginalized even further. Are big iconic brands moving in that direction?

“If, in the business of communication, image is king, the essence of this image, the logo, is the jewel in its crown”. – Paul Rand

Throughout the brand strategy and marketing blogosphere, there’s been a lot of buzz and chatter about the recent logo / identity changes Starbuck’s has implemented to help it move closer to its next incarnation. A few months back, the Gap made a similar move with less favorable reviews.

In both these instances, it’s pretty clear people in our business continue to care about these changes. The question is–do customers care? Do they really care what your logo looks like?  Does it matter that much to your marketing success?”

Read Daye’s entire post here: brandingstrategyinsider.com