I do not think I even realized the importance of a powerful logo, or at least a colorful and distinctive logo, until I had kids. When my daughter was 17 months, possibly younger, she knew the Jamba Juice logo and would express a desire to stop and enjoy some.
At 2 years she knew the McDonalds logo, yes I wish I were a better cook. Now at 3 1/2 she knows the FedexKinkos logo/sign, though now that she can quite confidently express herself she is not expressing a desire to visit - perhaps a desire to get the stop finished as quickly as possible.
This also goes towards the power of packaging and kids. It is amazing to realize how my now 15 month old boy can distinguish between the different food products in the kitchen.