More than 2,000 years ago, Aristotle gave the questions "does this make sense? do I trust you? why should I care?" names: logos, ethos, and pathos. And despite being older than PowerPoint by a few millennia, they’re still pretty useful. Logos: The Logic Appeal So what is logos? Simply put, it's evidence, statistics, logical reasoning. Saying something like 4 billion people like soccer is an example. But when should you use logos? When your audience values facts and data. If y