There are a lot of brands out there that just have a simple wordmark — no icon and no customised type.
It can be a good route to go down when designing something that needs a premium / luxury kind of look to it... such as a brand for an architect or fashion designer for example
But how do designers justify it? Shouldn't all brands have some kind of idea or concept behind their brand identity? Or is it acceptable for the rationale to be along the lines of the following:
We kept the logo very clean and minimal to reflect the high quality of work that our client carries out.
I think the above certainly works, but I sometimes struggle to think of how to justify this kind of design decision and to make clients realise why this might be the outcome of the money they have spent.