[siranachronist]

A well-designed logo relies on its inherent memorability and the strength of its association with its parent brand/entity to create a lasting impression.

It might be informed by the name of the company, but certainly doesn't need to achieve a one-to-one association with the visual letterforms--we don't expect the reverse after all.

Memorability and distinctiveness is the end goal, and if your brand is strong enough that a simple mark will be sufficiently distinctive, then it's to your advantage to adopt a simple mark.

No one will forget that Microsoft is four boxes, and that the Internet is a blue e, even though these marks are visually panned, and in a context-free environment, only loosely associated with their parent brands.