A Logo doesn't need to say what a company does

The Tiger Woods logo isn’t a golf club. The Virgin Atlantic logo isn’t an airplane. The Xerox logo isn’t a photocopier. ▪️ Computer logos don’t need to show computers, dentist logos don’t need to show teeth, and furniture store logos don’t need to show furniture. ▪️ Just because it’s relevant, doesn’t mean you can’t do better using a design that doesn’t depict the product or service your client provides.

— from the Logo Design Love book.