Recognition folks. Recognition! In the incredibly cluttered visual space of the average consumer you have a nanosecond to grab their attention. You better make it good. If your logo is a clip art logo found at the local print shop, and is also used by twenty other folks clambering for attention, what chance do you really have? You want people to immediately think about you when they consider your industry. When people think about your industry, you want your company name and image to be the first thing to come to mind. You want to tie your brand to your product so strongly that they two are virtually synonymous.