We investigate synonymy in the strong sense of content identity (and not just meaning similarity). This notion is central in the philosophy of language and in applications of logic. We motivate, uniformly axiomatize, and characterize several "benchmark" notions of synonymy in the messy class of all possible notions of synonymy. This class is divided by two intuitive principles that are governed by a no-go result. We use the notion of a scenario to get a logic of synonymy (SF) which is the canonical representative of one division. In the other division, the so-called conceptivist logics, we find, e.g., the well-known system of analytic containment (AC). We axiomatize four logics of synonymy extending AC, relate them semantically and proof-theoretically to SF, and characterize them in terms of weak/strong subject matter preservation and weak/strong logical equivalence. This yields ways out of the no-go result and novel arguments-independent of a particular semantic framework-for each notion of synonymy discussed (using, e.g., Hurford disjunctions or homotopy theory). This points to pluralism about meaning and a certain non-compositionality of truth in logic programs and neural networks. And it unveils an impossibility for synonymy: if it is to preserve subject matter, then either conjunction and disjunction lose an essential property or a very weak absorption law is violated.