Logo  /ˈlōɡō/

: a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.
synonyms: emblem, trademark, brand, device, figure, symbol, design, sign, mark.

Logos come in many forms. There are word marks, letter marks, illustrative marks, abstracts marks, and hybrid marks.

The “mark” is the unspoken part of your brand. It’s the part that your customers instantly recognize and draws their attention to your messaging.

A good mark must be flexible. It has to be functional set in a variety of layouts, at assorted scales, and against varied light and dark backgrounds.