Arrows, swashes, swooshes, globes, sunbursts and parallel, vertical and horizontal lines, words, letters, shapes and pictures. Logos are the most ubiquitous and essential of all graphic design devices, representing ideas, beliefs and, of course, things. They primarily identify products, businesses and institutions, but they are also associated, hopefully in a positive way, with the ethos or philosophy of those entities. The 50 logos in this book are examples of good ideas in the service of representation, reputation and identification.