What’s in a B2B logo?

I found myself staring at this group of logos in a recent email announcing an online/virtual trade show. So I thought I’d share them here.

If all these companies are willing to participate in such an event, you have to assume they are at some level of branding competence. (Or incompetence if you think virtual trade shows are a boondoggle.)

Not sure if I’d call these bad or good. There are some of each.

But if I were designing a new industrial B2B brand logo, I’d drop the new logo right in the middle of this group and see how it fits with it’s neighbors.