A recognisable mark for your brand.

The word logo ultimately comes from the Greek lógos (λόγος), meaning “word,” “speech,” “reason,” or “thought.”

The modern design term, however, comes more directly from logotype.

• Greek lógos → word / expression

• Greek týpos → mark / impression / type

• Logotype → originally a single piece of type representing a word or group of letters

• Logo → shortened form of logotype, which came to mean a distinctive graphic representation of a company, organisation or product.

A logo is one of the most visible elements of a brand. It gives a business a distinct visual mark that people can recognise, remember and associate with what it represents.

Good logo design is not simply about creating something attractive. It is about creating something clear, distinctive and appropriate — something that can represent a business across different places, sizes and applications.

A logo may be simple or expressive, typographic or symbolic, but its purpose remains the same:

To give a brand something recognisable to call its own.

A logo is the starting point of an identity, not the entirety of one.