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In this video, the creator discusses the importance of not merely sending clients a PNG or JPEG file of a logo. They emphasize that a logo is just the visible part of a brand, akin to the "tip of the iceberg." While logos are critical as a brand's initial identity, they do not encompass the entirety of the brand's image or message. The creator uses the example of Colgate, which is instantly associated with a minimalist smile on a red background, despite the fact that this smile is not part of their actual logo. The video aims to convey that a brand's identity involves much more than just its logo.