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, some from scratch, and some that needed a boost to elevate a brand.