A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly, nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolises and not the other way around. Logos are there to identify and not to explain. In a nutshell, what a logo means is more important than what it looks like. A logo identifies a business or product in its simplest form.