8 famous textless logos and why they work

Apple, Nike and Instagram logos
(Image credit: Apple/Nike/Instagram)

Textless logos are often the sign of a brand that has supreme confidence. Many brands will use both a symbol and a wordmark in a lockup, but ditching the type to use a symbol alone is sometimes only possible when a brand's become firmly established

For a textless logo to work, consumers need to recognise and respond to the design components that make up the brand identity. That usually takes time. Brands such as Nike, Apple and Mastercard all used text alongside their logomark initially until they decided the mark was recognisable alone. However, it's not impossible for a relatively young brand to use a textless logo, especially in the case of mobile apps, since the app icon can come to represent the brand.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.

With contributions from