The strongest logos tell simple stories.
Sol Sender
A capital letter D in a script font has great significance even at a glance. The full name of a beloved (and global) family-friendly company can mean so much that you immediately picture fantastic scenes of adventures and the emotionally-striking characters that pursue them.
Because of brand recognition, that company can express their logo in any way and undoubtedly anticipate that their audiences’ will remember the movies, theme parks, toys, etc. There is no confusion, just wonder and nostalgia.
As you work to reach that level of awareness for your industry, you have to make sure your logo can keep up with the changes. Responsive, or scalable, logos are marks that are still clear on its identity even after elements are removed, or if the name is shortened. Different versions are created to fit the situation.
In order to scale up you must be able to scale down.
Source(s):
Intricacies of responsive design: the scalable logo study