Our unconscious thinking is very powerful. Most of the time we aren’t even aware of how it directs our behaviour. In design (and in marketing) you flirt with the unconscious of your customers and you should never insult it with unnecessary repetition.
The Apple logo shows you how it’s done
This article by Inkbotdesign.com shows you the evolution of Apple’s logo over the last 50 years.
I do remember the logo being used with the company name “Apple” below it. They dropped the wordmark for the tagline “Think Differently”. They later even dropped the tagline and present us only the symbol of an apple today.
The evolution from the complex logo in the 70s to the rainbow apple in the 80s was already a simplification. Dropping the rainbow colours with the start of the new millennium was the natural progression.
But another evolution in simplicity developed besides the symbol.
Dropping the name "Apple" below the symbol of an apple was the right choice. And after the company started to stand for innovation, new technology, and thinking differently, the tagline became obsolete as well.
Repetition insults the viewer
Showing us a symbol of an apple already says “Apple”. We don’t need the wordmark apple below it. Putting it there insults our unconscious, as it indicates that we didn’t understand the symbol on its own.
A bit less obvious is the tagline “Think Differently”. In the beginning it made sense to put it below the symbol but the moment the brand Apple became synonymous for innovative technology and thinking outside of the box, the symbol alone provoked associations with Apple's “different” brand identity.
Again, putting the tagline below the symbol after “Think Differently” insulted the viewer, as it became repetitive the moment different thinking became the essence of Apple's brand. Apple understood that and dropped the tagline soon after it was established.
Combination marks should complement not repeat
Combination marks are a safe choice in logo design. But especially for established companies pictorals and wordmarks can lead to better results. And even for start-ups and small businesses combination marks should only be used if the wordmark or lettermark complements the symbol that is used. The moment you see unnecessary repetition, you should stay away from combination marks.
If you don’t, you insult the viewer. Consciously or unconsciously the viewer will have a feeling of not being valued by the company behind a logo that insults him. As it tells him that repetition is needed to make him understand the logo, which says that he is not smart enough to understand the symbol on its own.
This design insult will lead to your clients losing potential customers.