Google's choice in logo design is just having their company name be the logo but with colored letters. This design is easy to do and successfully represents Google by being simple and easy to understand, which is what it wants for the sites it owns.
The gas company Shell's logo is literally a shell, just like the companies name. This design is good because the shell shape is very recognizable to most people and seeing this logo automatically puts the words "shell" into my head. So it is advertising itself with it's own logo without shoving the words down your throat.
The Pringles' logo has created a mascot that has made it recognizable pretty much anywhere in the U.S. The idea of creating a simple and easy to remember mascot is a very good way to advertise your company very cheaply and very effectively.
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