Minimalist branding

The Dieline has this completely fascinating article on a study done on branding of iconic products and what would happen if you stripped their extremely recognizable logos down to the bare minimum. Check out the pics in the article. What do you think? The Dieline concludes that most work best at the 3rd level ... as a minimalist, I kind of agree. In most cases, you really get a sense that the logo we all know and love is kind of overdone. Think about the Apple logo...you couldn't possibly strip that baby down any more than it is...and wasn't that what Steve Jobs was all about. Super interesting.