i·den·ti·ty n. pl. i·den·ti·ties - The collective aspect of the set of characteristics by which a thing is definitively recognizable or known.
The simpler, the better. Nowhere does that ring more true than in the instance of a logo. Simplicity (not to be confused with simplistic) is achieved through an understanding of the connection between visual cues and human perception. Once designed, fractal design creates your company's identity (id) from this simple, encapsulating image; developing every instance of the logo's application (stationery, signage, web graphics, etc) to ensure consistency across all visual mediums.