Business Branding

Another thought on business branding ... if your logo is part of your brand, how many other "images" should you use to market your business, in addition to your logo?

I ask this because one of my clients was showing me his new promotional items yesterday, and although the logo is present on all promotional items, so aren't some additonal images depicting the message of his business.

So... readers, what do you think?
When is this ok? When is it not ok?

I honestly couldn't come to a conclusion. Being a supporter of "less is more" I like sticking with just a logo. HOWEVER ... I also realize that marketing is all about "attracting." If a variety of humorous images might attract more buyers... I guess there is no problem??

Help me out!

margie