What I do instead is I will cheerfully spend literally hours on identifier names: variable names, method names, and so forth, to make my code readable. If you read some expression using these identifiers and it reads like an English sentence, your program is much more likely to be correct, and much easier to maintain.
The logo is an identifier but it's also something that stands-in for who you are.
The most important thing that was new was the idea of URI-or URL, that any piece of information anywhere should have an identifier, which will allow you to get hold of it.