A logo by definition; is a symbol or other graphical device used to identify a business, product or service. It does not sell the company directly and hardly ever, does it describe a business. Logos leverage their meaning from the quality of what they symbolise, not the other way around – it's purpose is to help identify, not to explain. In a nutshell, what a logo means is more important than what it looks like.

It's important to note that only after a logo becomes familiar, does it function the way it is intended.

In it’s simplest form, a logo identifies a business or product.