By starting off on the negative and accusatory foot, you aren't earning any points, except by those waiting at the castle gates with their pitchforks, and in doing so, you are poisoning the well of conciliation and progress.
A uniquely recognizable logo is the mandatory badge today's brands wield in an effort to reinforce their perpetual supremacy. But really, do we actually need all those stinkin' badges? When is enough too much?
Every company has a brand promise and personality attributes. Some can't articulate what they are but they are circling around them and hoping for clarity as they grow, or are struggling to remember why they started their company in the first place.
Because I create/burnish brand stories for a living and because I have an outward appearance that causes strangers to pull out cameras and snap away in my face, I spend a lot of time thinking about brands, branded things and experiences.