2. Visual Short-Hand (Semiotics)
There are two main types of logos; wordmarks and marks. Wordmarks are certainly popular (think: Google, Samsung and Facebook) but even these word marks have a visual style. This is because a brand is best portrayed through a visual style and better yet, simply an icon (or mark) that encompasses the entire perception or meaning of a brand the moment you recognise it (aka semiotics). Think Apple, Nike and Pepsi.