A logo is not a brand – merely the symbol of one – a mark that stands for the values of a company. Can a business succeed with an ugly logo? Certainly, look at Verizon or early Google. Of course, attractiveness is subjective. However, I believe that for small business and personal brands, the most important critic to please is the owner. When you are proud of your own brand, much like the way your favorite clothes give you confidence, a beloved mark can give you courage and poise in front of prospective customers who will inevitably come to love it (and what it stands for) because you do.