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The Word became flesh and made his dwelling among us.
In the Septuagint the term logos is used for the word of God in the creation of heaven in Psalm 33:6, and in some related contexts.
In him was life, and that life was the light of men.
The light shines in the darkness, but the darkness has not overcome it.
(The other two modes are pathos (Greek: For Aristotle, logos is something more refined than the capacity to make private feelings public: it enables the human being to perform as no other animal can; it makes it possible for him to perceive and make clear to others through reasoned discourse the difference between what is advantageous and what is harmful, between what is just and what is unjust, and between what is good and what is evil.
Arguments from reason (logical arguments) have some advantages, namely that data are (ostensibly) difficult to manipulate, so it is harder to argue against such an argument; and such arguments make the speaker look prepared and knowledgeable to the audience, enhancing ethos.