Why is the logo a central part of a company's corporate identity and of importance in the Public Relations sector?

The logo is the first thing people identify with a company or brand. If executed correctly, it may or may not connect with the viewing audience whilst telling a little something about what lies ahead with the said company. As we humans usually look at people's faces before anything else, the same could be said about logos and companies. It is a visual equivalent of a person's face.