Which is probably a worse thing to do. They're supposed to be making it easy and appealing to start a business. This makes it seem more complicate and expensive that it really is.
There are thousands of successful businesses that don't have logos.
Well the fact is that, at least there is a reference and while we have to critisize it in order to impove it, we have to achknowledge the fact that they are trying something compared to many others. Just take a look at the TechCrunch post where they talked about how bad the Startup Visa was and later a new redefined version of the US Startup Visa is in the works. There's a start with StartupBritain, why not contribute?!
There are thousands of successful businesses that don't have logos.