logo

A logo is a graphic mark, emblem, or symbol used to promote public recognition of a brand, company, product, or organization. It may be composed of a pictorial symbol, a wordmark, or a combination of both, and is designed to be instantly identifiable across formats and media. A logo functions as a compact visual representation of a brand’s identity and values and is a central element of brand strategy.

The term logo is short for logotype, from the Greek logos 'word' and typos 'imprint' or 'mark'. Early marks appeared in trade signs and coats of arms, but the modern business logo emerged with professional branding in the late 19th and early 20th centuries as companies sought consistent identities across advertising and packaging.

Types: Wordmarks (logotypes) are logograms built from type alone, such as Coca-Cola; logomarks are symbols or icons such as Apple’s apple or Nike’s swoosh; combination marks pair text and symbol; emblems enclose the mark and text within a badge or crest.

Design considerations: Effective logos are simple, scalable, and versatile. They rely on limited color palettes, clear typography, and distinctive shapes to remain legible at small sizes and in monochrome. A logo must work across digital and print, in various contexts, and maintain brand consistency with guidelines for spacing, color usage, and permitted alterations.

Applications and protection: Logos are central to brand identity and are typically protected by trademark law. Design work is often codified into a brand system with guidelines covering correct usage, branding hierarchy, and handling of logo variants for different media and backgrounds.