Logos are not made just to make it easier to identify a particular entity but invariably contain some symbolism in them. Even the simplest of the logos may have had a lot of thought been put into its making. Symbolisms in logos may have a positive impact on how others perceive your brand and speak a lot more about the product than words.
Symbolism can range from anything as simple as a geometric figure, an animal representing a particular trait of the brand or a complex one like an ambigram or boxes representing binary numbers. Take for example the logo design of amazon.com. There is an arrow that goes from the A to the Z of the word amazon symbolizing the fact that they have everything from A to Z. As another example, consider the logo of NBC which has a peacock in white with five feathers each in a different colour symbolizing the five divisions that were there when the company started. Moreover, the peacock looks towards the right, which is often thought to represent forward thinking or looking ahead. As such any logo should be as simple as possible and at the same time effectively convey its message.