Logos, symbols and marks, and the stories behind them. A library of identity design since 2008.
Evolution of the LEGO logo
1973
Dali’s Chupa Chups logo
Salvador Dalí, 1969
The story of the NBA logo
Siegel+Gale, 1969
Hobo signs and symbols
The oldest registered trademarks
1876
The Guinness harp: a mark of Irish heritage and identity
1876
Behind the Volvo logo
1930
A collection of identity style guides from around the world
The story of the Coca-Cola logo
Frank Mason Robinson, 1886
NASA logo evolution: meatball vs worm
Danne & Blackburn and James Modarelli, 1959
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.”
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From the archive
The symbol for the acid house generation
Harvey Ball, 1963
Word as Image
Ji Lee
DeLorean Motor Company
Phil Gibbon
Evolution of the SKODA logo
2011
Branding Peru
FutureBrand, 2011
BMW logo evolution
1979
7UP logo through the years
2023
CN logo evolution
Allan Fleming, 1960
The International Flag of Planet Earth
Oskar Pernefeldt, 2015
An interview with Sagi Haviv
The Tesla Motors T
3 letters, 48 hours, 1 logo
Anthony Guy Bost, 1980
The Woolmark logo, 100% wool
Francesco Saroglia, 1964
Warner Bros
A history of the Hollywood sign
1923