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“What you take away is just as important as what you keep.”
The story of the Coca-Cola logoFrank Mason Robinson, 1886
Hobo signs and symbols
The Guinness harp: a mark of Irish heritage and identity1876
Behind the Volvo logo1930
NeXT logo by Paul Rand1986
The birth of the Michelin ManO'Galop, 1898“Designing is something you have to do for love.”
Mobil logoChermayeff & Geismar & Haviv, 1964
Rob Janoff on his logo for Apple1977
The origins of Red Bull
Mastercard simplifiedPentagram, 2016
Famous logos in Comic Sans
eBay in corporate standardisationLippincott, 2012
Unilever icons explainedMiles Newlyn and Wolff Olins, 2004
BBC logo evolutionLambie-Nairn, 1997
An interview with Sagi Haviv
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
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From the archive
The story of the NBA logo
Siegel+Gale, 1969
The oldest registered trademarks
1876
Ghostbusters
Brent Boates and Michael Gross, 1984
NASA logo evolution: meatball vs worm
Danne & Blackburn and James Modarelli, 1959
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
Ace Frehley on the Kiss logo
1973
Amnesty International
Diana Redhouse, 1963