It can. But it does not NEED to.
Apple‘s logo does not show electronics. Nike‘s logo does not show shoes. The Mercedes logo does not show a car. The Virgin Atlantic logo does not show an airplane. The Maruti logo also does not show a car. The BBC logo does not ‘show’ news.
Most people, expect their company’s or their own logo to be a literal representation of what the company does or what they do as professionals. So, a finance-related company wants to show money and profit, a furniture company wants to show a couch / sofa and a plumber wants to show pipes. It’s like naming your child. You name the child soon after she is born, not based on the job she holds or he talents and specialties. I was named “Naina” the same day I was born because the nurse thought I had huge eyes. Being called “Naina” does not mean my eyes have x-ray abilities or that they are saucer-sized – exceptionally larger than the ones a normal human being has. It does not mean that I have exceptional foresight or that I can ‘see’ into the future. It just means that my name is Naina.
Let the company represent the logo and even go beyond – not the other way around. Keep it simple. Don’t let what the company does, limit the logo designer’s ideation and creativity.
This post was triggered after reading Ten logo design tips from the field. The post is so good that I’ve decided to auto-tweet it once a month for a while. To remind myself and other potential logo designers as well as clients, what basics thoughts need to be kept in mind while designing a logo.