Symbol

A symbol is a graphic mark or icon that represents a brand without the use of words. In logo design, the symbol is the non-typographic component of a logo — the Nike swoosh, the Apple silhouette, the Shell pecten. Symbols can be pictorial (representing a recognisable object), abstract (a non-representational geometric form), or letterform-based (a stylised initial or monogram). The power of a symbol is that it can convey brand identity faster and across more language barriers than text, and that once established, it can operate independently without the brand name. Building sufficient recognition for a symbol to stand alone requires consistent, long-term use and significant marketing exposure. For this reason, most brands use symbols in combination with their wordmark during the early stages of brand building, only deploying the symbol alone once recognition has been firmly established.