About the relationship between the brand name and the logo.
We already know that branding originated as an ancient way of distinguishing goods – and later services – but its scope is far more complex, transcending the limits of a single word or symbol.
Let’s now focus on the “word” and its origin. People have always been fascinated by old things, whether fossils or antique objects, we have an innate desire to explore the past and learn how our ancestors lived.
What is the oldest word?
Concrete writing systems have been attributed to the Sumerians over 5,500 years ago. Long after cave paintings, cuneiform writings marked the beginnings of more advanced civilizations. These evolved from concrete symbols representing objects to abstract writing that used repetitive elements, not to communicate form, but meaning (see image no. 2).
Right – Evolution of cuneiform writing, Assyrian period, approx. 1800 BC, Photo source
The evolution of writing from early cuneiform to Assyrian script illustrates a shift toward conveying meaning through repetitive sound-based components rather than visual form. These symbols are called logograms, and they can represent both simple words, such as objects, and actions. Today, Japanese and Chinese characters are examples of logograms, and this type of writing is known as logography.
Some scholars argue that Egyptian hieroglyphs were inspired by Sumerian writing, while others believe they emerged independently around the same time. The history of writing’s evolution is extremely complex and shows us that writing is a “civilizing” tool and an intrinsic human capability.
Returning to the question of what the first word was, researchers suggest that the first spoken word was related to danger, while the first written word was associated with the concept of a “god.”
However, we can’t truly talk about words without referring to their graphic representation—and the earliest words were actually abstract symbols, distinct from cave paintings, which depicted clear forms of animals and objects.
True writing began with the alphabet, where characters represent the sounds that form a word. These characters are called phonograms, and unlike logograms, they gain meaning only when used together with others.
It is believed that the first civilization to invent the alphabet was the Phoenician civilization. The Phoenicians were organized into independent city-states along the Mediterranean coast, in the region that is now Syria, Lebanon, and northern Israel. The Phoenician alphabet is thought to have been developed between 1700 and 1500 BC, followed by the Greek alphabet between 800 and 700 BC, and only later the Latin alphabet.
We can observe the graphic simplification of the alphabet, but at the same time, we recognize the complexity of the evolved level of thinking and the way words shape our perception of the world. Writing leads humanity into a new stage of development.
Logos is a word of Greek origin – a complex term in ancient philosophy whose meaning encompassed several related concepts: reason, argument, opinion, word, and totality.
Throughout history, the term has taken on different nuances depending on the prevailing school of thought.
Heraclitus was the first philosopher to use logos to describe an underlying order of knowledge. Later, Aristotle used it in rhetoric to refer to rational discourse, while the Stoics associated it with the creative-destructive force of the universe.
The ancient Greeks believed there were two ways of thinking and learning: through mythos – mythical, fabulous narratives – and through logos – the logical and rational analysis of phenomena.
From left to right:
Apollo (logos) – the god of the sun, order, and rational thought.
Dionysus (mythos) – the god of wine and dance, representing irrationality and chaos, guided by emotion and instinct.
With the rise of Christianity and the New Testament, logos also came to signify divinity. Later, Carl Jung attributed to it the meaning of science and reason, positioning it as the opposite of eros (mysticism, imagination).
In conclusion, logos is a broad yet ambiguous concept – but it’s no coincidence that this term was chosen in modern times to represent the visual symbol of a brand.
Starting from one of the fundamental meanings of logos – that of “word” -we can easily understand the relationship between a brand name and its logo.
The logo encapsulates meaning, form, and, in most cases, the word itself: the brand name.
Depending on how they are constructed, logos can be classified as follows:
1. TYPOGRAPHIC
These are composed solely of text and rely entirely on the brand name itself.
Examples: Google, Coca-Cola, Nokia, Samsung.
Typographic logos are a good choice when the brand name is short and memorable. Although made up exclusively of letters, they are not lacking in originality or artistic expression.
They can be stylized through shapes and colors (e.g., Visa, Nutella), and the brand name itself gains strong identity and recognition through its design.
2. MONOGRAMS
These logos are made up of stylized initials. Monograms were especially popular during medieval times, often used by monarchs to sign official documents, mint coins, and even as decorative elements in crowns.
A classic example of a monogram is the signature of painter Albrecht Dürer, composed of his initials arranged in an ingenious way.
In the 19th century, iconic fashion brands adopted this type of logo: Louis Vuitton, Chanel, Gucci.
Among other major brands that favor monogram-style logos are Warner Brothers, Hewlett-Packard, General Electric, and Volkswagen. These logos are composed of the brand’s initials, and the sound formed by combining the letters often results in memorable acronyms that represent the very identity of the company.
A key advantage of this type of logo is the ease of phonetic recall, especially for companies with long names. The most striking example: NASA (National Aeronautics and Space Administration).
3. SYMBOLS
They use a standalone symbol, which can be an abstract shape or a stylized real object. Highly popular brands that have built a massive audience over time can afford to use this type of logo: Apple, Twitter, Shell Gas, Nike. These brands have kept only the symbol in their logos – symbols that have become iconic and are instantly recognized by the public.
Behind each symbol, there’s always a story – nothing is accidental.
Some symbols speak to the origin of the brand:
Shell
Shell – The name was originally used as a trading brand for kerosene exported to the East by the London-based company Marcus Samuel & Co. Before entering the fuel transport business, the company dealt in antiques and seashells brought from the East. In 1891, “Shell” was first used as a commercial brand for fuel, and later became the name of the company: Shell Transport and Trading Company, which merged in 1907 with Royal Dutch Petroleum Company. The iconic shell symbol then became the emblem and logo of the newly formed Royal Dutch Shell Group.
Other logos incorporate powerful essences – even the very mission of the brand:
Nike
The name Nike comes from the Greek goddess of victory. She was also considered the patron of athletes and was a highly popular deity in ancient Greece. Sculptures depicted her as a slender, winged woman and were found in both public spaces and temples dedicated to the gods.
The brand’s mission is to do everything possible to expand human potential. That’s why it is dedicated to active individuals and innovation in sports equipment. Alongside its passion for sport, the brand is backed by a growing global team whose goal is to create a positive impact both in the workplace and in the community.
The entire brand description can be summed up in the concept of victory and perseverance.
Together with the brand’s inspired name, the stylized wing symbol – known as the “Swoosh”- completes the brand’s entire identity.
Carolyn Davidson, the designer of the symbol, drew inspiration from the shape of the wing of the goddess Nike, creating a logo with a dual meaning: victory and speed – perfectly aligned with the brand’s athletic gear. The shape was also easily integrated into shoe design, giving them an aerodynamic look.
Today, the Nike logo consists solely of the “Swoosh”, a symbol recognized worldwide.
4. COMBINED
These logos are made up of a typographic element (the brand name) alongside a visual element, which can be an abstract symbol, a stylized real-world symbol, or even a mascot character (examples of mascots: KFC, Lacoste, Michelin). This type of logo is a safe choice that helps associate the symbol with the brand name and allows for flexible design development.
Some symbolic logos originally started as combination logos – for example: Shell, Nike.
In certain cases, brands evolve to use only the symbol, removing the text altogether – examples: Timberland, Mercedes-Benz, Vodafone.
Other times, the trend is to drop the symbol and keep only the typographic part, like KFC.
Not all logos are built by simply pairing typography with a symbol.
To create a more original and impactful visual identity, some brands use clever and attractive integrations of text and shape – such as Burger King, Doritos, Nestlé.
Combination logos are a reliable path toward building a strong and memorable brand image, and they represent the best solution for brands that are just starting out.
5. EMBLEMATIC
These types of logos aim to evoke the tradition and historical roots of a brand. Their appearance is vintage, resembling seals and heraldic emblems. Educational institutions and various public organizations often adopt this logo style.
Beer brands are strong advocates of emblem-style logos: Stella Artois, Bavaria, Efes, Leffe – as well as many brands in the food industry that seek to validate their heritage and tradition.
There are also some interesting cases of emblem-style logos in the automotive industry: BMW, Harley-Davidson, and more recently Peugeot, which has returned to its 1960 logo design.
Emblem-style logos are used by brands with a long history that want to highlight qualities such as prestige, tradition, and durability.
And now comes the challenge for new businesses: choosing the right logo direction – one that aligns with the brand’s values and supports the desire to stand out in the market.
Author: Ana Armeanu, July 2021