By definition a "logo" is a small symbol used by a business to represent their product or service. But that small symbol is a very important part of the overall branding of a business. Because the logo must be applied to a wide variety of media (website, print, wearable products) great logos are simple. A company logo can naturally evolve as the business presence is refined, but savvy companies make sure that loyal clients recognize the new iteration. In many cases customers actually drive the change. One great example is FedEx!  No one says "Federal Express"—it's simply FedEx! (Click on any image to see full size)