“The role of the logo is to point, to designate—in as simple a manner as possible.”
Those were Paul Rand’s words in a 1991 article published by AIGA titled “Logos, Flags, and Escutcheons.” I agree. But of course as you should know by this point in the book, the strongest visual identities are about a lot more than a trademark in isolation.
Andrew Sabatier said we should avoid all reference to the word logo: “Logos are only meaningful in context and they should be seen to add value to that context. It is unlikely that a logo alone will be able to add sufficient value to a business. Logos are best employed in a system of brand marks that determine a unique brand experience.”
Whatever you choose to call these marks ...