The word "logo" gets used for everything: the drawing on a shop sign, an app icon, an email signature. Behind that everyday usage the definition is simple. A logo is a graphic sign that represents a business, a brand or an organisation, and that you find identically on all of its materials.
The three forms of a logo
- The wordmark (logotype): the business name, drawn with a carefully worked typeface. The Coca-Cola logo is the best-known example, as the history of its logo shows.
- The symbol: a shape that stands on its own, like Nike's swoosh (history of the Nike logo) or Apple's apple (history of the Apple logo).
- The combination mark: a symbol paired with the name, which can be used together or separately depending on the material.
For a broader overview, see the 7 types of logo (in French).
What a logo is for, in practice
- Identify. Be recognised at a glance on a shop sign, an invoice, a website or a social media profile.
- Differentiate. Stand out among comparable offers, especially in a sector where many businesses look alike.
- Reassure. A polished look suggests polished work, before anyone has been able to judge the service. This is the subject of how to create a logo that inspires trust (in French).
- Unify. Give the business the same face on all of its materials, from quotes to social media.
- Make it memorable. A distinctive sign is remembered and found again more easily than a name alone.
What a logo doesn't do on its own
A logo replaces neither a good product nor a good service: it is their visual signature, not their guarantee. Nor is it the brand, which is everything your customers perceive about you. And it is only one element of the visual identity, which also includes colours, typefaces and rules of use. These differences are explained in logo vs visual identity and in why a logo isn't enough to build a brand (in French).
Why consistency matters as much as the drawing
A logo's recognition is built through repetition: the more often people see it, identical, on varied materials, the more it becomes associated with the business. A logo used in ten different ways loses that effect. That is why it is usually accompanied by brand guidelines (in French) that set out its rules of use.
Frequently asked questions about the definition of a logo
What is the difference between a logo and a brand?
The logo is the visual sign; the brand is everything customers perceive about the business (promise, reputation, experience). The logo helps people recognise the brand without replacing it.
Is a logo the same thing as a visual identity?
No. The visual identity brings together the logo, colours, typefaces and rules of use. The logo is just one element of it, the most visible one.
More questions about logo design
Is a Logo Required to Start a Business?
No law requires a logo to start a business: it is useful to reassure and identify, but not compulsory. Read the article →
When Should You Create Your Logo: Before or After Launching Your Business?
Create your logo once the business and name are defined, and before your first public materials (sign, website, quotes). Read the article →
Does a Logo Have to Represent What the Business Does?
Not necessarily: a logo should make the business recognisable, not draw its trade. Read the article →
Should a Logo Have a Symbol, or Just Text?
Both work: a wordmark is the safest choice to start with; a symbol becomes useful for small formats. Read the article →
What Are the Key Elements of a Professional, Memorable Logo?
A good logo combines five qualities: simple, memorable, timeless, versatile and relevant to the business. Read the article →
What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →
How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →
See all questions about logo design →
My take as a designer
When I'm asked what a logo is, I answer with what it should do rather than what it is: get recognised quickly, and stay faithful to the business it represents. The drawing comes after that thinking, not before.
A logo isn't a drawing you add to a business: it is the visible form of what the business wants to be recognised for.
To sum up
A logo is a graphic sign that identifies a business, as a wordmark, a symbol or a combination of the two.
It identifies, differentiates, reassures and unifies, but it replaces neither the brand, nor the visual identity, nor the quality of the service.
Its strength comes as much from how consistently it is used as from its design.
