Logo's are the Irrelevant? 
Speakers: Yahoo and Ebay 

Experience economy - starbucks vs regular cup of joe. Its easy to distinguish Starbucks by their logo.

Content type logos - favicon, where can these be used more efficiently with content

Logos aren't as relevant as the link itsself or the query search that the customer was remembering to look you up.

Logo is embedded into design seemlessly.

Slide: identity, print, web, interactive
-why is web and interactive separated? Why is identity separate from these, why isn't it autonomous. Body and mind are one. The nature of the brand is a whole.

Anybody wanna call bullshit? Lots raise their hands. They are siting in front of nine somone calls out. People laugh. Logo and logotype are very similar. 3000 advertisments a day.

Lucky Oliver logo-no logo mark brand theme and experience. Type treatment.

Logo placement on own site irrevelant but on others very important like sxsw.com site. Usually experience doesnt come with logo on other sites though.

Web 2.0 logos- logo types really not much but colored type. These companies plan to get bought- logo expandable

Get something down and then look to build experience then revisit logos

Slide-
Build the business first
1.discover yourself
2.focus on your core
3.build product outward

Ebay was "auction something" first to make a place of fair trade then worked on identity.

No logo- nogo, jologo, joego, joelogo

Write 100 words good bad send to company have them pick the ones they think represent company.

Logos represent design skills visual design skills

Make it more of the story. Is the logo the brand? Logos can't fix bad web development

We can all create logos today in mins. everyone has Photoshop. But how did they do it 15 years ago. People studied typography. Are we leading to disposable logos.

Alex top 50 websites do they have good logos?

Whats the identity whats the product? It should be one not separated

Meaningfulness of communication

Are logos irrelevant? no and yes.