They say a picture is worth a thousand words, and in the case of a logo or brandmark that is a golden rule. Your logo needs to communicate what the company, brand or product is visually with little or no help from words. This isn’t always the case, but a good logo can tell you what the company, or brand is about in a quick glance.
The video below is simply wonderful. It is the impression logos leave on a five year old as they are shown to her. One very interesting thing, is her response at age five to some very well known logo types. As you watch the video, listen for her reaction as certain global brands are shown.