Agreed, but simple doesn't mean they didn't spend a lot of time/money on it. (NeXT paying Paul Rand $100K comes to mind.) Many logos are an evolution over years. http://logos.wikia.com/wiki/Subway http://logos.wikia.com/wiki/Adidas http://logos.wikia.com/wiki/Nintendo

Since we're talking about startups, can't forget Facebook's original name/logo: http://logos.wikia.com/wiki/Facebook