Logos

A logo is a graphical mark, emblem, or symbol used to promote instant public recognition of an organization, product, or service. Logos may be pictorial, typographic, or a combination, and they are designed to be identifiable at a glance across varied media. A logo often functions as the central element of a brand’s identity and is accompanied by a color palette and typography guidelines.

Common logo types include wordmarks (e.g., Coca-Cola), lettermarks (e.g., IBM), pictorial marks (e.g., Apple), abstract marks (e.g., Nike), emblems (e.g., Harley‑Davidson), and combination marks (text plus symbol). Design principles emphasize simplicity, scalability, legibility, and consistency. A logo should work in color and in black and white, at small sizes, and across digital and print formats. Vector formats such as SVG or AI files are preferred for scalability.

Historically, logos evolved from marks used by shops and guilds to indicate ownership, to formal trademarks with legal protection. The rise of mass printing, corporate branding, and later digital media increased the importance of versatile logos. Brands often maintain a logo family or system to ensure recognition while allowing adaptations for different contexts and platforms.

Logo design intersects with trademark law and brand strategy. Logos are protected as intellectual property; organizations often publish guidelines detailing correct usage, color values, clear space, and prohibited alterations. A well-designed logo supports recall, trust, and differentiation, but it should be complemented by a coherent brand story and messaging.