What is a logo?

In a nutshell: A logo is a graphic or typographic sign that stands as a symbol for a brand or an institution. Its purpose is to make a brand recognizable at various touchpoints.

  • Figurative mark

    The figurative mark, also known as a symbol logo, consists of a graphic symbol or abstract representation, as the SIDES case shows. This type of logo is particularly effective at promoting visual brand recognition without relying on text. A globally recognized example is the Nike Swoosh, which represents the brand even without words.

  • Word mark/character mark

    The word mark, also known as a character mark, consists of the name of the brand in a specific font that is often developed or customized exclusively for the brand, such as for GLIMS. An example with a long history is the Coca-Cola logo, which represents the brand name in a unique font.

  • Word/figurative mark

    The word/figurative mark combines both text and a graphic symbol to represent the brand, such as ERNOI here. The advantage of this type of logo is that it conveys more information, as visual elements are combined with text. A good example is the Lufthansa logo, which shows the brand name next to a crane.

  • Emblem

    The emblem logo, like this one from ECHOVAI, integrates text within a symbol or graphic. This type of logo often conveys an established, high-quality feeling and is therefore frequently used by governments, institutions or even luxury brands. An example of this is the logo of the car brand Lamborghini with the legendary bull Murciélago, which survived a bullfight with 24 lance thrusts on October 5, 1879.

  • Letter marks/monograms

    Lettermarks consist of the initials or abbreviations of a brand in a stylized form. This type of logo is particularly useful for brands with long or complicated names and allows for a compact representation of the brand. A well-known example is the IBM logo, which displays the company’s initials in a distinctive font.

  • Siegel und Wappen

    Seal and crest logos either derive directly from a historical context or use such symbolic language to lend tradition and authority to a brand. This type of logo is therefore often used by institutions, universities or organizations of historical significance. An example is the Harvard University logo, the Veritas shield, which is composed of heraldic elements.

  • Tesla

    Tesla’s word/figurative mark consists of a stylized “T” resembling an electrical circuit and futuristic lettering. This logo embodies Tesla’s innovative strength and technological progress, making it an effective symbol for the brand.

  • Instagram

    Instagram’s globally recognized wordmark consists of a stylized camera symbol that reflects the app’s origins as a photo-sharing platform. The logo conveys a sense of creativity, diversity and capturing moments.

  • Mastercard

    Mastercard is an example of a successful brand logo with a high degree of abstraction. It consists of a red and a yellow circle whose central overlap symbolizes the cooperation and partnership between customer and company. The logo is simple, but very memorable and easily recognizable.

  • Lego

    The Lego logo has been a symbol of play, creativity and fun for decades. It consists of the brand name in a striking, childlike font, intense colors and the design language of the famous bricks, which make the logo unmistakable.

  • Airbnb

    Airbnb’s logo consists of a stylized “A” that is also reminiscent of a house or accommodation. Overall, these examples show that successful logos not only need to be aesthetically pleasing, but should also embody a core idea of the brand.

  • Black and white logo

    Even if a logo often carries the brand colors, there are many cases in everyday working life where a black and white logo makes sense, such as on invoices. The logo must therefore also function in a learned color scheme.

  • Embossing

    With print media or packaging, you can use haptics to attract attention and signal a claim, for example with embossing or die-cutting.

  • 3D Logo

    In digital communication, 3D logos offer a more vivid representation.

  • Logo Animation

    For moving images, it can be important for the logo to be animated. The animation style should be derived from the brand identity or the design system.

  • Stamp logo

    A stamp logo can lend weight and authenticity to a document, and an aura of craftsmanship and uniqueness to packaging.




    Maurits den Held

    Co-Founder, Creative Director

    Als Creative Director arbeitete Maurits den Held sowohl in der Berliner Start Up-Szene als auch in namhaften Agenturen für Auftraggebende wie Amnesty International, Gore-Tex und Huawei, bevor er mit Dr. Birgit Joest die BRANDING AGENTUR HELDER gründete. Maurits den Held ist Jury-Mitglied des DDC.