From Marks of Excellance, Adobe Magazine, Volume 7, Number 6, July/August 1996

A logo can be described as the personalizing of possessions. The process of synthesizing business or personal images into abstract symbols is ancient. Consider the following:

Ancient - Religious Sects: Star of David, the Cross, Islamic Cresent Moon, The Female Symbol; Pottery artisans' marks

Middle Ages - Royal Seals, Coat of Arms depict images of aspiration or virtues of a king or nobleman; repeated posting remind soldiers of what they're fighting for (ex. King Edward III of England added Fluer de Lis ~1350 in order to assert claim to the throne)

Renaissance - "Trademark" (caduceus of physician on door) flooded 16th century European Govt. offices to register and protect marks or symbols associated with certain crafts or guilds

Industrial Revolution - More goods means more need to attract public attention

Late 19th Century - Business is booming and logos are firmly established in corporate culture

Early 20th Century - London Underground Logo is first modern logo

After WW2 - "Corporate image," "brand identity," logo a magic word for a market driven executives

Paul Rand says:
Logos are animate/inanimate; organic/geometric; ideally they do not illustrate or present, but suggest, and are stated with beauty and wit. They must have versatility (large or miniature) legibility and familiarity.

Comes from the word logotype--a printers term for a piece of type that carries a symbol. Logos that represent corporations or brands are trademarks as well. They can overcome language barriers if shape and color communicate beyond words (ex. Coca Cola, Nike swoosh)