How important are logos? Arguably, they’re the cornerstone of branding and the visual representation of a brand. Of course, logos is also an ancient Greek word meaning the controlling principle of reality or the underlying order of the universe. The Greek word logos is also translated as a number of other things, including word, though, speech, meaning, reason and logic. The word logo as a marketing term is thought to be a shortened version of logogram, as sign or character representing a word. What does this mean to the average marketer? It means you should take your logo seriously, and make sure it represents the fundamental image you wish to convey about your company (or, if you’re really ambitious, the universe).