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“There is no greater instrument for understanding the visual world than the hand and a pencil.”
Dali’s Chupa Chups logoSalvador Dalí, 1969
The story of the Coca-Cola logoFrank Mason Robinson, 1886
The Microsoft logo2012
NeXT logo by Paul Rand1986
Behind the Volvo logo1930
The birth of the Michelin ManO'Galop, 1898“The role of the logo is to point, to designate—in as simple a manner as possible.”
Birds of a feather…
Saul Bass logos, then and now
“The Golden Combover”FutureBrand
Ace Frehley on the Kiss logo1973
Aphex TwinPaul Nicholson, 1991
British Airways logo evolutionNewell & Sorrell, 1997
Symbol Sourcebook: An Authoritative Guide to International Graphic SymbolsHenry Dreyfuss, 1972
Tony’s Chocolonely
A language without letters, by Japanese graphic designer Yukio Ota
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
The Guinness harp: a mark of Irish heritage and identity
1876
NASA logo evolution: meatball vs worm
Danne & Blackburn and James Modarelli, 1959
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
Amnesty International
Diana Redhouse, 1963