A logo is a graphic mark that represents a brand. It might be a wordmark, like Google or Coca-Cola. A symbol, like the Nike swoosh. A combination, like the Burger King bun. Or an abstract mark, like the Pepsi globe. The best logos are simple, memorable, and flexible. They work at the size of a favicon and on the side of a building. They work in one color and in full color. They last for decades without needing a redesign.

Logo design is not just drawing a pretty shape. It is a process of research, sketching, refining, and testing. Designers study the brand's values, audience, and competitors. They explore dozens of directions, often starting with pencil sketches. They refine the strongest options, checking legibility at small sizes and contrast against different backgrounds. They test with real people. Paul Rand, who designed logos for IBM, ABC, and UPS, argued that a logo should be distinctive, visible, adaptable, and memorable. Simple rules, hard to execute.

Types of logos

• Wordmark: text only, like FedEx.
• Lettermark: initials, like HBO.
• Symbol: a graphic mark, like Apple.
• Combination: text and symbol together.

A logo is not the brand. It is a trigger for the brand. The associations people have built over time give it meaning.