Well he won't be able to play matches any time soon, so anything that keeps him occupied can only be a good thing.
Andy, please do not become like Roger -- You want to have a logo, fine, but stay your humble self!!
This is what it says in the article -
In the light of Murray’s historic Wimbledon win, his popularity riding high and a mooted high-profile exhibition match against Serena Williams, Murray’s advisers feel this is the right time for the player to increase the focus on his brand identity.
I would think that, to a large extent, Andy has to do what his advisers want him to do (success and fame come at a price), and I don't see anything wrong with him having a logo - although it'll be interesting to see how they make one from AM - because one thing I'm sure of and that is that Andy will always be the Andy we know and love. For one thing he's got too many people round him who will make sure that he stays firmly grounded, a fact he acknowledged after Wimbledon when he said he was worried that things might change him.
P.S. I'll be very surprised indeed if this proposed Andy vs Serena match will ever take place!