When you see a logo without text, just an icon, you’re looking at a pictorial logo.
In a world where visuals speak louder than words, the pictorial logo is one of the most powerful branding tools.
Think of a bitten apple or a small blue bird — these simple yet iconic images instantly bring companies to mind without needing a single letter.
In this post we’ll explain what a pictorial logo is, why brands use it, show you famous examples and even share some of our own work.
What Is a Pictorial Logo?
A pictorial logo (also called a brand mark or logo symbol) is an icon or graphic-based logo. It’s a standalone image that represents a brand, usually without text. Over time, these images become so recognizable that they can stand completely on their own.
As a brand expert, I don’t recommend starting with a pure pictorial logo if you are launching a new company.
When people see your brand for the first time, they won’t recognize your symbol — and without the company name, they won’t know what to call you.
Building strong brand recognition takes time, and it’s often smarter to begin with a combination mark that includes your name.
Interestingly, many famous pictorial logos — like Apple, Twitter, and Nike — didn’t start as pure symbols.
They began as combination mark logos, pairing a symbol with their company name.
Only after achieving strong brand recognition did they confidently drop the text and transition to a standalone pictorial mark.
Pictorial logos are one of the main logo types, alongside wordmark logos and lettermark logos.
Why Brands Choose Pictorial Logos
Pictorial logos aren’t just about looks — they’re strategic:
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Universal Recognition: Images break language barriers.
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Emotional Impact: A strong image sparks immediate emotion and memory.
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Simplicity and Versatility: Works beautifully across digital and print media, especially at small sizes.
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Timelessness: Many pictorial logos stay relevant for decades with only minor updates.
When done well a pictorial logo becomes a shortcut to brand loyalty.
20 Famous Pictorial Logos (And Why They Work)
Let’s break down some of the most famous pictorial logos in the world — and why they became unforgettable.
1. Apple
A simple apple with a bite taken out, symbolizing knowledge, discovery and innovation.
Why this logo works
It’s a clean silhouette. The bite adds differentiation, prevents confusion with a cherry or tomato and hints at human curiosity.
2. Twitter
An uplifting blue bird that symbolizes freedom, communication and short messages.
Why this logo works
The bird in flight reflects the quick, soaring nature of tweets. The upward tilt creates a sense of energy and positivity.
3. Nike
A dynamic, curved checkmark inspired by the Greek goddess of victory.
Why this logo works
It captures movement, speed and athletic power — all in a minimal, scalable form that speaks universally.
4. Instagram
A modern, colorful camera glyph that represents visual creativity.
Why this logo works
It bridges the gap between vintage photography and digital sharing. The gradient makes it youthful and eye-catching.
5. Target
Three concentric circles forming a bold red target.
Why this logo works
It reinforces precision, shopping accuracy and brand memorability. Even without text it’s Target.
6. Shell
An iconic seashell design from the early 1900s.
Why this logo works
The outline is strong and simple, the red and yellow color scheme grabs attention on highways and stations worldwide.
7. WWF
A black and white panda that represents conservation and compassion.
Why this logo works
It evokes an emotional response — gentle, endangered and worth protecting. It’s simple and universal.
8. Peacock (NBC)
A peacock with six colored feathers representing NBC’s divisions.
Why this logo works
The colors are vibrant and creative. The peacock looking right symbolizes forward motion and innovation.
9. Lacoste
A clean crocodile tied to the founder’s tennis nickname.
Why this logo works
It’s bold, unique among fashion brands and projects resilience and sporty elegance.
10. Puma
A leaping puma (mountain lion) that represents athleticism and agility.
Why this logo works
The motion captures power and speed, fits perfectly with the brand’s performance identity.
11. Snapchat
A white ghost named “Ghostface Chillah” inside a yellow background.
Why this logo works
It captures the ephemeral nature of Snapchat messages, the bright color grabs youthful attention.
12. Red Bull
Two bulls facing off against a golden sun.
Why this logo works
It symbolizes energy, strength and competition — fits perfectly with the brand’s extreme sports and vitality focus.
13. Ferrari
A black stallion standing on its hind legs.
Why this logo works
It conveys power, speed, prestige and Italian craftsmanship — ideal for a luxury sports car brand.
14. Baskin Robbins
Pink and blue lettering with a hidden “31” inside the initials.
Why this logo works
The negative space is clever and memorable.
15. Android
A friendly robot representing an open-source operating system.
Why this logo works
It’s approachable, not intimidating. The green means growth and innovation.
16. McDonald’s
Two golden arches forming the letter “M”.
Why this logo works
Globally recognized, comfort, happiness, familiarity — exactly what fast food aims for.
17. Domino’s Pizza
A red and blue domino piece with three dots.
Why this logo works
Playful, recognizable, ties to the brand name. Nods to fast delivery (“one piece falls and keeps moving”).
18. Pinterest
A stylized “P” that also looks like a pin or tack.
Why this logo works
Ties perfectly to the purpose — “pinning” ideas visually. Dual imagery is clever and memorable.
19. Dropbox
A blue box with an open lid.
Why this logo works
Storage, organization, simplicity. Geometric form ensures clarity at any size across digital platforms.
20. Spotify
A green circle with three curved lines, representing sound waves.
Why this logo works
Represents streaming and audio without text. Green means energy and positivity, feels dynamic and approachable.
Our Pictorial Logos
At Rabbit we love creating pictorial logos that tell a story in one glance.
Here are a few of our favorites:
Eagle
A abstract eagle head with strong, flowing lines and intense forward gaze.
Why this logo works
Sharp curves and pointed beak means speed, focus and strength — perfect for a performance sportswear brand. Minimalist design ensures impact at any size, from clothing tags to large signage, and the dynamic shape means athletic power and precision.
Babymoon
A crescent moon shaped to reveal the gentle face of a baby.
Why this logo works
Moon and infant profile means care, safety and nurturing — essential for a baby focused brand.
Minimalist design creates an emotional connection instantly, soft curves and negative space makes it memorable, elegant and suitable for delicate industries like maternity, childcare and family wellness.
Castle Tea Bar
A fortified castle with three towers, a hidden teabag shape carved into the center gate — all in gold.
Why this logo works
Castle means tradition, strength and heritage, perfect for the timeless culture of tea.
The teabag silhouette is a clever, memorable twist — hints at the brand without being obvious. This hidden detail creates a nice “aha!” moment for the viewer, makes the logo sophisticated and meaningful.
Clean and symmetrical design ensures versatility across signage, packaging and merchandise.
Each design is clear, meaningful and scalable — essential for a pictorial logo.
See more in our portfolio.
When to Use a Pictorial Logo?
A pictorial logo is a good idea if:
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You have a strong visual concept or metaphor for your brand.
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You want global recognition without text.
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You need a logo that scales well across apps, social media and merchandise.
It’s especially powerful for lifestyle brands, tech startups and companies that want to create emotional connection quickly.
How to Design a Pictorial Logo
If you’re considering a pictorial logo here’s what matters most:
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Start with meaning: Focus on the story first, style second.
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Keep it simple: Complex images lose impact at small sizes.
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Think about scalability: Your logo should be recognizable at 16×16 pixels (favicon size).
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Test in black and white: A good logo works without color.
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Avoid clichés: A globe or generic leaf has been done a million times — be original.
Working with experienced designers can make a big difference in creating a symbol that lasts.
Conclusion
A good pictorial logo doesn’t just decorate your brand — it defines it.
When done well a single image can carry emotional power, global recognition and timelessness. Get in touch
