A logo is the fingerprint of a brand, designed to capture the essence of an organization, product, or service in a single, captivating visual expression. The best logos are always an appropriate fit for what they are being asked to represent, are memorably distinctive, and can provide instant credibility. Ideally, a logo never lives in isolation, but is part of a larger brand system that includes supplemental imagery (e.g., fonts, patterns, illustrations, etc.). Below is a selection of logos, symbols, and word marks created for companies, products, and nonprofit organizations from around the world. Each has been crafted in response to a unique competitive situation, and to address a specific set of client challenges and needs.