When I was young my great-grandfather started a tanning business, in the sense that he was a tanner who produced leather goods.
He had to buy a sign to put above his shop. The sign maker asked him if he wanted to put a logo on the sign, too.
"Why?" asked my grandfather.
"So people will recognize your business," said the sign maker.
"That's what the name is for," answered grandfather.
Even at the time I thought this was an interesting perspective.
I always remember that day because afterward when the sign maker left the next person to come into the tanning store was a woman from a nearby dessert shop who gave us free ice cream cones.
Unrelated to logo design, that woman later married my uncle!
Given this was a 'great-grandfather' story a logo could have served a secondary purpose. As literacy rates were much lower having an identifiable business symbol like a barber pole would help people who couldn't read. Also there's no reason a name cant be a logo e.g. Google.
Logos seem more important in the physical realm than the digital one. Great for advertizing on Bilbords, shirts, TV etc but meaningless when the goal is to click the link not remember the company.
There is still plenty of awareness generation on digital ads, especially desktop. Across I few products/brands I have monitored this effect. Typically I find on desktop display ads you will generate 2-4 additional visitors for every on ad click. Mobile interestingly is significantly less, more like an extra 0.5 visitors for each click generated.
More than logos, you need consistent and recognisable look and feel to an advert. This way the companies presence is communicated at a glace, which is what most people offer to digital ads.
He had to buy a sign to put above his shop. The sign maker asked him if he wanted to put a logo on the sign, too.
"Why?" asked my grandfather.
"So people will recognize your business," said the sign maker.
"That's what the name is for," answered grandfather.
Even at the time I thought this was an interesting perspective.
I always remember that day because afterward when the sign maker left the next person to come into the tanning store was a woman from a nearby dessert shop who gave us free ice cream cones.
Unrelated to logo design, that woman later married my uncle!