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
Hobo signs and symbols“What you take away is just as important as what you keep.”
Dali’s Chupa Chups logoSalvador Dalí, 1969
The story of the Coca-Cola logoFrank Mason Robinson, 1886
NeXT logo by Paul Rand1986
The Guinness harp: a mark of Irish heritage and identity1876
Behind the Volvo logo1930
Word as ImageJi Lee“What makes the best work stand out is still the thinking, the originality, and the craft.”
Beko gets an updateChermayeff & Geismar & Haviv, 2014
Airbnb’s BéloDesignStudio, 2014
FIFA World Cup logos
Saul Bass logos, then and now
Mastercard simplifiedPentagram, 2016
Paul Rand’s Ford presentation1966
Aston Martin logo evolution1927
CN logo evolutionAllan Fleming, 1960
Braun logo evolutionWolfgang Schmittel, 1952
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
Ghostbusters
Brent Boates and Michael Gross, 1984
The oldest registered trademarks
1876
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
Unilever icons explained
Miles Newlyn and Wolff Olins, 2004
Ace Frehley on the Kiss logo
1973