The best logos in the world do this...

A logo's primary job is to identify a company, NOT to communicate anything about the company.

It's been written about on this list before ​here​ and ​here​. They're very cliche examples, but they make the point crystal clear:

A logo identifies, it does not communicate.

Uhh, well, not exactly. See, these logos do communicate something. It's just not literally about what the company does or sells.

Here's a thought experiment:

Imagine that we could bring someone really old back to life. Say, George Washington.

President Washington sits across the table from us. We slide a piece of paper toward him. He unfolds it. On that paper is the swoosh. Nothing else.

We ask him, "Mr President, what does this symbol say to you?"

I don't think he's going to say anything about Nike, or shoes, or even sports.

These logos ​hold meaning​ now that we've had experiences with the brands.

So when you see a person wearing a Nike hoody or someone working on their Macbook, those logos are communicating something about that person.

Some logos DO communicate something. It's just that the better logos don't do it literally.

Keep it real

— Rvw

P.S. if you really want to have some fun thinking about this stuff, imagine sliding the Apple logo in front of Pres. Washington. Now ask him, "Mr President, what does this symbol say to you?"