Finding the balance
A logo doesn’t need to say what a company does. Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better. The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer. Etc.
"I'm irresistible," I said, putting on my favorite perfume, "I'm a businessman," I said, coming out of my BMW, "I'm a young thug," I said, pouring myself a super strong beer, "I’m irresistible, " I said, putting on my Levi's pair of jeans.