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It is the face of a company.

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Wordmark: crisp, clean, modern, a name it can be known for just by using it, it may have roots in a shared heritage.

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Pictoral logos: a picture you can easily identify as a company just by looking at it (directly or indirectly).

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Abstract iconography: the way shapes are represented in people's minds.

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The logo system: a framework that can have endless permutations. A familiar mark that can also point to other ideas.

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They tend to be on the upswing because it allows the brand using it to expand the conversation beyond its own name.

They must be thought of as empty vessels where you pour the meaning into.