Absolutely. Logo branding is a near perfect locus for business cargo-culting: "clearly great companies that are iconic and recognizable have great logos, so we

Absolutely. Logo branding is a near perfect locus for business cargo-culting: "clearly great companies that are iconic and recognizable have great logos, so we need a great logo to become iconic and recognizable too!". The problem --as with most intractable "design wisdom" nowadays-- is that there is very little empirical evidence to support either way ---cf the 1875 Bass Brewery logo[1], (arguably) precisely the kind of meaningless "business name slapped on a generic shape" being argued against in the article. [1] http://en.wikipedia.org/wiki/Bass_Brewery http://en.wikipedia.org/wiki/Bass_Brewery