Logos, symbols and marks, and the stories behind them. A library of identity design since 2008.
Evolution of the LEGO logo
1973
The story of the Coca-Cola logo
Frank Mason Robinson, 1886
A collection of identity style guides from around the world
Dali’s Chupa Chups logo
Salvador Dalí, 1969
NeXT logo by Paul Rand
1986
Hobo signs and symbols
The Guinness harp: a mark of Irish heritage and identity
1876
The story of the NBA logo
Siegel+Gale, 1969
Behind the Volvo logo
1930
The Canada wordmark
Jim Donoahue, 1965
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
Unilever icons explained
Miles Newlyn and Wolff Olins, 2004
NASA logo evolution: meatball vs worm
Danne & Blackburn and James Modarelli, 1959
Starbucks logo evolution
Lippincott, 2011
Thoughts on the Pepsi rebrand
2008
Kodak logo evolution
Ogilvy's Brand Integration Group, 2006
The yin yang symbol
The extinction symbol
ESP, 2011
Red Cross logo
Henri Dunant, 1863
The Spirit of Ecstasy
Charles Sykes, 1911
Evolution of the SKODA logo
2011
Mastercard simplified
Pentagram, 2016
Ace Frehley on the Kiss logo
1973
Saul Bass logos, then and now
Aphex Twin
Paul Nicholson, 1991