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Logos identify a business or product in its simplest form. They do not sell the company directly and rarely do they completely describe a business. They derive their meaning from the quality of the product, person, or service they symbolize. A logo is in place to identify, not to explain. To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, or John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does, but rather identify the business in a way that is recognizable and memorable.