Today there are many corporations, products, services, agencies and other entities using an ideogram* or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it. Currently, the usage of both images (ideograms) and the company name (logotype) to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.
*Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets. Branding aims to facilitate cross-language marketing.