Logo

A logo is a visual symbol that represents a brand. It can be a wordmark, an icon, or a combination of both, designed to make a brand recognizable at a glance.

Why it matters
A logo acts as a visual anchor. It helps people quickly identify your brand and distinguish it from others, especially in crowded or fast-moving environments. While a logo doesn’t carry the brand on its own, it plays an important role in recognition and recall.

What a logo is not
A logo is not the brand itself. It won’t fix unclear messaging, replace trust, or carry meaning without consistent use and context. A strong brand can exist without a perfect logo, but not without clarity.

Where this shows up

• Websites and online storefronts
• Packaging and product labels
• Social media profiles and avatars
• Marketing materials and documents

Related terms

• Visual Identity (the larger system a logo belongs to)
• Brand Guidelines (how a logo should and shouldn’t be used)
• Color Palette (often integrated into logo design)