Of course the primary function of a logo is identity, but there's so much more they can accomplish. Shapes and colors are easier for the human brain to process and memorize than words are. If the identity is unique in the marketplace it’s easy to find and identify the company once again to purchase its services, and to recommend to friends. When they first appear, they are essentially an "empty vessel" (wisdom from Michael Bierut), and over time meaning is gained through interactions people have with the brand. Below are a few logos that span many industries, many from scratch, and others that were needed to elevate an evolving brand.
New identity / brand elevation - ALO "air + land + ocean"
New white label coffee brand identity + naming - Fresh & Easy
National brand extension for retail packaging - Fresh & Easy
New financial product identity - Walmart Money Center™
White label seafood brand creation - Tesco
Fintech publishing house identity - Green Dot
National sub-brand identity - Grocery Outlet
Community Health & Services logo - One Zip Code At a Time™
Band identity + naming (SoCal dog treat brand) - Bite My Biscuit™
CBS television series pitch identity - The Revenged