Chapter 1: The Logo

When I say the brand name Nike, what pops into your mind? Odds are, it’s the famous Nike Swoosh. What about McDonald’s? Are you picturing the Golden Arches? These famous brands are so tied to their logos that you (and billions of people like you) have trouble thinking of the name of the brand without also thinking of the logo. And the reverse is also true: The logo is immediately identifiable with the brand. That’s the power of a logo.

A logo is a graphic identifier that is used to visually communicate anything that requires to be identified. It helps the brand set itself apart from the competition—you don’t see the Golden Arches and think of Burger King. And yet logos are not limited to commercial endeavors—charitable organizations, campaigns, even individuals can use logos to identify themselves.