Logos are so important in sending the right message to consumers. Recently, as Hue reminded me, the Maryland Institute College of Art redesigned their logo. Several years ago, they made the quantum leap of removing the comma between Maryland Institute and College of Art. Their old logo was the name of the school in an all-caps typeface, with some sort of splash of paint below it. They just paid a consulting firm $75,000 to come up with a new logo.
When you see the logo up verrrrry close, the diagonal slash spells out Maryland Institute College of Art.
Think about the logos you see everyday and then think how they represent their product.