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Michael Bierut, a graphic designer, expresses ambivalence towards logos, considering them overrated. He defines logos as the face of a company that must work at all sizes. There are three types of logos - Wordmark, Pictorial, and Abstract. Wordmark is the easiest and most familiar, like John Hancock's signature or the Google logo. Pictorial logos function as a rebus, using images to identify the company, like Target or Lacoste.