We were starving. It was a hot afternoon on a Greek beach, the kind of day where the sun sits heavy and all you want is cold water, shade, and something fresh from the sea. We spotted a restaurant right on the waterfront. The location was perfect. The tables had a view. We sat down. Then the server handed us the menu…

Let's say you walk into a coffee shop for the first time. The logo on the door looks great. Clean, modern, nice font. You're already excited. But then, the lighting is harsh and unflattering. The menu is confusing. The staff looks like they'd rather be anywhere else. Your coffee arrives in a paper cup that feels cheap. There's no music, or worse, it's the wrong music. You leave and never go back. Now tell me, was logo the problem…