That&#x27;s what designers tell you anyway.<p>Objective support for this hypothesis is thin on the ground.<p>In reality logos are nowhere near the top of the list of factors that drive a buying decision. Whatever bounce effect businesses get from a new logo can usually be explained just as much by novelty as by implied psychological voodoo.<p>Generally, I&#x27;m suspicious of management-by-logo. When I see logos being updated at vast expense for no good reason, I worry about the direction a company is heading in.