The corporate image otherwise known as the logo is, or should be, the atom in the design universe containing the color scheme and the typographic footprint to be used on all promotional materials. A poorly designed logotype dooms all future designs to mediocrity.
“...sane judgement abhors nothing so much as a picture perpetrated with no technical knowledge, although with plenty of care and diligence. Now the sole reason why painters of this sort are not aware of their own error is that they have not learnt Geometry, without which no one can become an absolute artist; but the blame for this should be laid upon their masters, who themselves are ignorant of this art.”
Of the Just Shaping of Letters ..