Lately, across LinkedIn, I’ve seen a similar theme of posts about logos; how some of the biggest, most recognizable logos have nothing to do with what the brand sells. Apple sells technology like phones and laptops, but its logo is just an apple. McDonald's sells food and drinks, yet its logo is a bright yellow arched “M”. Fun fact, for those of you not too keen on branding vocab, the “M” is called a “lettermark” and the apple is a “pictorial” mark. These are all household names, but when I dumped out my purse, I saw how the same can be true for brands of all sizes. The branded lululemon keychain shows nothing pointing to athletic wear, and is just a word in a specific brand font. The same goes for Marc Jacobs, ChapStick, Quay, Marshalls, and Summer Fridays. These are known as “wordmarks”. There are also “abstract” marks like the imprint on my Thread Wallets keychain or Audi’s 4-ring logo symbolizing the 4 merged companies. When sketching out a logo, it doesn’t necessarily need...