The names and logos of a business idea is important to differentiate the market by helping to find a single self-image and allow the consumer to find and they are certainly part of the identity of the company.
Today, there is a tendency for the logo of the business idea is composed of elements that are not letters or names come to compose a restriction on speech or debate that can control the name of a business idea.
Toyota for example is a clear example of how it is that some years ago and replaced the logo on two ellipses cross, the memory of the letter “T “.
But the idea of successful business and very profitable called Starbucks has decided to change its logo so as not to write the word “Starbucks”, but you only see the familiar features and the silhouette of a woman, a siren is normally adorned the old boats.
Interesting pattern that you should appreciate that just takes place after the Starbucks brand and logo is already fully consolidated in the market so it is not advisable to do this step marks business ideas that are just forming.