Definition of logo (What is a logo?)

DEFINITION OF LOGO

Our definition of logo: A logo is a symbol and/or stylized text signifying a brand.

Often contrasted with

• Logotype
• Wordmark: Stylized text treatment of a brand name serving as all or part of a logo.

Definition of logo from other sources around the web

“An abbreviation of logotype, now applied broadly to mean a trademark” – The Dictionary of Brand, Marty Neumeier (Liquid Agency)

“A distinctive typeface or lettering style used to represent a brand name; a wordmark” – The Dictionary of Brand, Marty Neumeier (Liquid Agency) (definition of “logotype”)

“A logo (abbreviation of logotype, from Greek: λόγος, romanized: logos, lit. ‘word’; and Greek: τύπος, romanized: typos, lit. ‘imprint’) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.” – Wikipedia

“A graphic mark, emblem, symbol, or stylized name used to identify a company, organization, product, or brand” – Investopedia

“A brand’s most important and recognizable visual signifier. Composed of text (brand signature) and image (brand symbol), the logo serves as a company’s flag” – OVO

“Also called logotype. a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition” – Dictionary.com

“A symbol made up of text and images that identifies a business” – “What is a logo” blog post on 99designs

Additional thoughts

Some logos contain symbols and names, like Walmart and National Geographic. Others, like Nike and Apple, can rely on symbols alone. Wordmarks, like those of Google and FedEx, only contain words (brand names). But designers use many terms to describe logos, including “logotype,” “logomark,” “brandmark,” and “brand signature.” These terms are not always used consistently (hence the need for branding glossaries), but the Instagram post below breaks down the generally agreed-upon differences between them.

 

View this post on Instagram

 

A post shared by Rob • How Brands Are Built (@howbrandsarebuilt)

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.