Logo
The central graphic mark that represents a brand.
A logo is the primary graphic symbol of a brand — a mark, wordmark, or combination that acts as its signature. A good logo is simple, memorable, versatile across sizes and contexts, and appropriate to the brand.
While important, a logo is only one part of a brand identity; consistency across the whole system matters far more than the mark alone.
Key characteristics
- A distinctive mark identifying a brand at a glance.
- Types include wordmarks, lettermarks, symbols, combination marks and emblems.
- Must work at any size, in one colour, and across many contexts.
- One element of a brand identity, not the whole of it.
Example
A combination mark pairs a simple symbol with the company name, so the symbol can stand alone in an app icon while the full logo appears on the website.
Frequently asked questions
What makes a good logo?
Simplicity, memorability, relevance, versatility across sizes and contexts, and timelessness. It should remain legible in a single colour and as a tiny favicon.
Is a logo the same as a brand?
No. A logo is an identifying mark — one visible piece of a brand. A brand is the entire perception, including experience, voice and reputation.
Related terms
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