I think DieselDan has hit the nail right on the head. At least in this country we consider the lack of a logo with the word generic. A company might try to make a logo that will confuse a customer but any company with a good reputation wants the customer to rely on their Logo. When someone is looking for a good tool they will pass on Chicago equipment unless they just want a cheap tool. But if they find even an old Snap-on they know it is worth it. So guess which one is easier to identify? Works the same way with Knives, Boots, refrigerators and TV sets. Chances are if you can't tell who made something at first glance it isn't something you want or are willing to pay for. And if you aren't interested in knowing the reputation of the company you are in the minority and less likely to influence the company itself.