Logos: Pronunciation: lO-gO - Function: noun Inflected Form(s): plural log·os :LOGOTYPE 1: a single piece of type or a single plate faced with a term (as the name of a newspaper or a trademark)
2:an identifying symbol (as for use in advertising); an identifying statement: MOTTO 1:a sentence, phrase, or word inscribed on something as appropriate to or indicative of its character or use 2: a short expression of a guiding principle.

You know the little thingy on hats and sneakers that looks like a check-mark? Or the "golden-arches"? Those are logos... every company should have one, its just fun! Logos establish consistency and create a sense of how you want to be viewed in the market place - serious, extremely corporate, edgy, whimsical, playful... you get the idea.