Competition in brand products

In addition to Utrecht being a national retail store, they  produce and market their own line of canvas, linnen, oil, acrylic, and watercolor paints, as well as paper pads.  Some of their top non retail competitors are companies such as Old Holland, Winsor and Newton, Gamblin, Liquitex, and Holbein.  After comparing the Utrecht logo to retail competitors, I then compared it to the other product line competitors.

The above company identities represent some of the more trusted name brands in art supplies.  The logos speak the 'language' of the artist more so than those of the retail art supply stores listed in the previous entry.  The most noteable differences between these componay identies and the retail store identities are they are more colorful (where color is used) and have a more sophisticated look.  In comparisson, the Utrecht logo does not hold its weight in this category, thus begging the question should the Utrecht logo focus more on the retail identity or the product identy of the company? Which is the more important message to convey to the consumer?