This whole series misses the trees for the forest.<p>Design for logos and branding doesn&#x27;t happen in the platonic realm and isn&#x27;t focus grouped against brand-unaware Martians; such designs are engineered to serve a real role in the real world, in the minds of real people.<p>When you propose a super simple abstract logo -- a dot, a circle, a slash -- it works or not depending on if the organization in question is already well known or not.<p>Thus, proposing such a logo to a client is a form of flattery -- you, yes you, are already so well known you, yes you, can get away with simply having a slash for your identifier! -- and that is all there is to it.<p>Like all things this can be cargo culted, and smaller clients often want to look bigger than they are, so sure a lot of un savvy operations wind up with fashionably vague and functionally inferior designs, but it&#x27;s always been that way.<p>Lastly, it also matters that logos appear all over the place today -- print, web, tv, mobiles, tablets, etc -- and simpler, cleaner logos are easier to make work across all physical scales.<p>This isn&#x27;t a problem vector assets solves, either; at smaller sizes you need to change proportions around and generally cheat the spacing -- in short, smaller physical representations look better if deformed into charicatures -- and it is hard to get external parties to respect your rules about which variant to use at which sizes.<p>Much easier to make something that looks reasonable at all sizes and scales and use it consistently.