Logos, symbols and marks, and the stories behind them. A library of identity design since 2008.
Evolution of the LEGO logo1973
A collection of identity style guides from around the world
Dali’s Chupa Chups logoSalvador Dalí, 1969“There is no greater instrument for understanding the visual world than the hand and a pencil.”
Hobo signs and symbols
The birth of the Michelin ManO'Galop, 1898
The story of the Coca-Cola logoFrank Mason Robinson, 1886
The Guinness harp: a mark of Irish heritage and identity1876
NeXT logo by Paul Rand1986
Behind the Volvo logo1930“Good design is a design that works. If it doesn’t work, it’s no good, no matter what it looks like.”
NASA logo evolution: meatball vs wormDanne & Blackburn and James Modarelli, 1959
Logobook archives the finest old and new logos
Game+Logo
eBay in corporate standardisationLippincott, 2012
Penguin logo evolutionEdward Young, 1935
Starbucks logo evolutionLippincott, 2011
Batman symbol evolution
Armin Hofmann
World Wildlife Fund logoPeter Scott, 1961
Logo Design Love, third edition
The guide to creating iconic brand marks, revised for 2026 with new case studies. Earlier editions are published in more than ten languages.
“Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable.”
“The design world is better off for this book.”
With contributions from
- Chermayeff & Geismar & Haviv
- Pentagram
- Johnson Banks
- Landor
- Moving Brands
- MetaDesign
- Dutchscot
- UnderConsideration
- SomeOne
and more than 60 others
Inside the third edition
Latest
Newsletter
On logos, visual identities and creative resources. Every month or two.
No spam. Unsubscribe at any time. More about the newsletter
From the archive
The story of the NBA logo
Siegel+Gale, 1969
The oldest registered trademarks
1876
Ghostbusters
Brent Boates and Michael Gross, 1984
The Microsoft logo
2012
The history of the MGM lions
Howard Dietz, 1924
Goodyear’s iconic Wingfoot
Frank Seiberling, 1900
The Canada wordmark
Jim Donoahue, 1965
Unilever icons explained
Miles Newlyn and Wolff Olins, 2004
Ace Frehley on the Kiss logo
1973
Amnesty International
Diana Redhouse, 1963