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My Theory of Logos.
Horcrux: a receptacle prepared by dark magic in which a Dark wizard has intentionally hidden a fragment of his soul for the purpose of attaining immortality. (I’ll add a tooltip to this soon, but in the meantime, it’s a Harry Potter thing.)
Logo: a graphic prepared by design in which a Brand has intentionally hidden a fragment of its soul for the purpose of attaining recognition.
There’s a lot of power in these puppies. Best treat them nice.