A logo helps people remember your brand and must always be designed in line with your brand strategy/brand positioning. Get it wrong and you could lose a lot of business.
A logo icon in particular is for instance Nike's swoosh or McDonald's golden arch, as opposed to the FedEx logo which is a logotype or the Pringles logo which is a type/icon combination.
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Happy Earth combine their marketing and design expertise to great effect, with that extra bit of understanding which makes the work they do very special.
Mark Payne, Marketing, Assembly Global Networks