A rebus is a kind of word puzzle that uses pictures to represent words or parts of words. The term rebus also refers to the use of a pictogram to represent a syllabic sound. A logo says Eye Bee M by pictures only, you still can read as IBM.
I did a rebus in IKEA, it reads as Eye Key Yacht. This exercise shows how an icon can replace words, in a visual way to present any brand or a story.