I think this logo says it all: concept. Yes, they could have just used a novelty typeface and and swoosh, or any other bland logo design. But this one really goes beyond that. (As do the numerous other logos on the story by Smashing Magazine.
The simplicity is one of the first things I noticed. This logo is only black and white, has very clean type and the only graphics are a few strategically placed circles. I think this is a great example of a success that doesn't involve intensive photoshop or illustrator skills, just some good ol' brainstorming.
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