[nextstep]

I strongly believe that the rules or maxims presented here have too many exceptions. There's a lot of weak arguments to support a weak thesis.

I remember Amazon.com being condemned for having a weird and confusing name. Ultimately, those detractors were wrong or the name didn't matter that much. The truth is that a company's name, like nearly every factor, demonstrates a weak correlation with success.

But tech bloggers love to draw lines between the dots and claim they've painted a pretty picture.

[jaredmck]

And yet amazon.com has, at least now, an awesome logo. It's got an arrow from a to z which makes a smile. Three elements related to what it does, or at least aims to do.