It's like the brand itself. As babies our first perceptions are connected to seeing things. Later the baby learns to interpret what he sees, and only much later learns to put the words together in a sentence.  Cave paintings originated much earlier than the use of written records. People perceive a picture more easily and quickly than some complicated writing. A picture has a stronger effect on us than a description of something in writing.
We connect brands, pictures and thoughts in our minds. When we see a logo, an inner film begins to take place in our minds. The picture reminds us of experiences, or makes us remember other pictures, situations, dreams and desires.
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The logo is some kind of a promise.
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