Logos, symbols and marks, and the stories behind them. A library of identity design since 2008.
Evolution of the LEGO logo1973
Dali’s Chupa Chups logoSalvador Dalí, 1969
A collection of identity style guides from around the world“What makes the best work stand out is still the thinking, the originality, and the craft.”
The story of the Coca-Cola logoFrank Mason Robinson, 1886
Hobo signs and symbols
The Guinness harp: a mark of Irish heritage and identity1876
The story of the NBA logoSiegel+Gale, 1969
Behind the Volvo logo1930
NeXT logo by Paul Rand1986“The role of the logo is to point, to designate—in as simple a manner as possible.”
Kodak logo evolutionOgilvy's Brand Integration Group, 2006
3 letters, 48 hours, 1 logoAnthony Guy Bost, 1980
“The Golden Combover”FutureBrand
Mobil logoChermayeff & Geismar & Haviv, 1964
Goodyear’s iconic WingfootFrank Seiberling, 1900
Trademark symbols, what’s the point?
Vintage logos
Christophe Szpajdel
Aol.logoWolff Olins, 2009
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.”
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From the archive
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
The Canada wordmark
Jim Donoahue, 1965
Unilever icons explained
Miles Newlyn and Wolff Olins, 2004
Ace Frehley on the Kiss logo
1973
Amnesty International
Diana Redhouse, 1963
World Wildlife Fund logo
Peter Scott, 1961