The point I was trying to make is that they all use words not symbols.
I still don't think you understand what a logo is, as words can be a logo, the 'memorable' mark is how it is presented, it does not have to be an abstract image,
The JMA logo in this thread doesn't use words (except for the unreadable blur below the waves). Same as elite chandelier - the words are the focus not the bits round the edges.
No, the 'focus' as you put it, is on how it looks as a whole, that text on it's own is not a unique font and the test on it's own is hardly memorable, but include other elements to make it stand out, to make it 'unique' then it's a mark.
You say the logo is important but do you know for certain that this is the case.
Yes, and I have millions of years of human evolution and hundreds of years of research and real-life research to fall back on.
On the last split test I did over a number of months on a site with decent traffic having a logo made no difference at all.
YOU did, and YOUR experiment(s), your experiments hardly supersede millions of years of evolution and hundreds of years of research, your pitiful (no trying to be offensive just trying to use some perspective) experiment means nothing in the wider circle of the world and even if it did do something, there are thousands of variables that you would not have accounted for that could have been the reason for any type of change, not least your lack in understanding as to graphic design in general.
They may have additional graphical elements but the major part of the branding is the name of the business - just like amazon.
Again, missing the point entirely, it is what it is as a whole, not in part, otherwise, you could never be different from the competition or to stand out, what you are saying is that it is SO pointless that there is no need to use a different font from the competition, so what is the point in a font? There is no need for colour to stand out, so why not just do everything in black and white? Would lead to a very boring and uninspiring view of capitalist systems as there would be no need to stand out from the competition, to put YOUR MARK in place to help you be remembered from the guy who makes the same things you do.
this has very little to do with branding, but it has everything to do with thought processes for businesses, to innovate and inspire to be different, this guy is great, have a watch https://www.ted.com/..._inspire_action