Logos have no random elements because they should tell about the brand’s essence to form a first impression. Therefore, to create a visual image of the corporation, it is not enough to inscribe its name in a circle or a square. Knowing this, designers use popular symbols or abstract designations that look expressive and recognizable.
One such symbol is the heart. In the traditional sense, it represents love, but its interpretation can vary depending on the context. For example, on the Clinic for Vascular Surgery emblem, the meaning of the heart is close to literal: it is an organ in need of treatment. But for, a children’s toy brand embodies maternal tenderness, care, and affection. That is a classic ideogram – a drawing that conveys an idea in an understandable form. And the number of such ideas is limited only by the imagination of designers. Below is a list of companies whose logos contain an image of a heart.
Eurovision
The heart in the emblem of a pop song contest fulfills a double function. Firstly, it expresses the love for creativity and music. Secondly, it is used as a frame for the national flags of the Eurovision participants. Each year, the design changes depending on the host country. And the heart is in the center: the designers play up its resemblance to a “V” by replacing it with a pictograph. A custom font is used for the name. Below it is the phrase “SONG CONTEST,” written in Gotham Bold grotesque. And the last line usually indicates the organizing city and the year of the contest. They are highlighted in Gotham Book.
Burlington
The Burlington logo is another example where the heart is depicted in place of a letter. In the case of the American clothing retailer, it mimics the capital “B.” The artists flipped the heart on its side to make the resemblance obvious. As a result, the two semicircular protrusions with a triangular depression between them ended up on the right side – almost exactly where the “B” has those protrusions. The elegant symbol is painted pink on the outside, but the inside remains white. All subsequent glyphs are also pink and written in a font from the Bodoni family. What’s interesting is that Burlington’s heart symbolizes the benevolent attitude towards all customers, regardless of their lifestyle and skin color. After all, the company’s new concept is based on accepting differences between people.
DSWD
The Department of Social Welfare and Development, DSWD for short, uses a logo depicting an octagonal red heart. It represents the poor in the Philippines, as this organization helps needy Filipinos who are unable to work due to age or health problems. The blue hands supporting the heart represent the government’s concern for people and its responsibility to improve the social condition of all segments of society. The picture is placed in a yellow square frame with rounded bottom corners.
Polk Audio
The American loudspeaker manufacturer also has a heart on one of its logos (2012-2020): it’s formed by a negative white space against a bright red circle. In this case, the circular base imitates a subwoofer speaker, and the heart symbolizes the quality of sound that all audiophiles love. To the right of the emblem is a short inscription in black. The designers used a bold, grotesque line stretched vertically for the word “Polk.”
Konplott
Miranda Konstantinidou, who created Konplott, was trained in fashion illustration, so her company’s identity is thought-out in detail. The German fashion accessories brand uses a multi-part logo with an oval shape. The heart is placed in the center of the composition and seems to belong to the frog princess, who sits on the globe – or rather, on the scale of the globe. Many inscriptions complement the drawing with information about the manufacturer. There’s the founder’s first and last name, the name and year of Konplott’s debut. The heart conveys a love of beauty, as the frog princess in fairy tales could transform into a charming girl at will.
GoDaddy
The heart on the logo of the domain name registrar GoDaddy is a monogram, which, contrary to expectations, does not consist of a “G” and a “D.” One half looks like a “G.” Still, the other half is an “O.” As the company explained, this emblem, created in collaboration with Codo and Lippincott, should motivate users to take action. The turquoise monogram is combined with “GoDaddy” in the same color. The brand name uses a bold font similar to HeadFirst’s modified Sentic Text Black, with the first “G” stylized as a round arrow.
University of Wisconsin
It’s hard to see the heart as the main symbol of the University of Wisconsin, but it’s there. We are talking about a red figure inside a decorative frame of golden color. It stretches vertically and contains the white letter “W.” This is what the official coat of arms of the school looks like. It is part of the logo, which also includes a verbal sign: a two-tiered inscription with the city’s name and university. A red Friz Quadrata font is used for the first line and a classic thin grotesque for the second.
Munchkin
The baby products brand is represented by a logo with the colorful inscription “munchkin,” where each letter is lowercase and colored individually. The font is similar to Noveo Sans Bold by FontSite Inc., except that in the word mark, the “n” looks like an inverted “u.” Another difference is that there is a small white heart with a red outline over the “i” instead of a dot. This expresses love for children, a symbol of tenderness and care.
FIBA 2023 WorldCup
The FIBA 2023 WorldCup is one of the tournaments of the international basketball competition. It will be held in three Asian countries simultaneously, distinguishing it from previous championships. You can also recognize this tournament by its logo with three hearts that symbolize the passion for basketball. They’ve depicted one inside the other: a small blue heart in the center, then a white heart with decorative curls, and a large red heart behind it. The designers flipped them sideways and used them as the background for the gold Naismith Trophy. At the bottom is some basic information about the event: the name of the host organization (“FIBA”), the sport (“BASKETBALL”), the type of championship (“WORLD CUP”), and the hosts (“PHILIPPINES JAPAN INDONESIA”).
Badoo
Not surprisingly, the Badoo logo has a heart on it since this social network is designed for romantic dating. But even such a banal symbol, artists have played around with it in interesting ways, placing a white half-ring inside that depicts a smile. This allows us to interpret the blue heart not only as a sign of love but also as the imprint of the lips left after a kiss. To the right of the icon is the brand name in the same deep blue color. The rounded sans serif letters harmonize with the inverted bracket smile. Their geometric typeface is similar to Comfortaa.
Thomas Cook
The logo of the British travel company Thomas Cook also contains a heart. Here it consists of two oval rectangles connected perpendicularly. The figure is painted in gold with gradient and white reflections, simultaneously symbolizing high service standards and picturesque dawn. Below the bottom is black lettering: the brand name, divided into two lines and aligned in the center.
Trainline
Trainline is an online service where you can buy train tickets or view route schedules. Therefore, the heart on its logo consists of two separate lines, which simultaneously resemble a railway map and rails – though a little crooked. Both the stylized heart and the name of the brand, located on the right, are presented in a turquoise shade. The word is written in a bold font, roughly similar to Shinntype’s Neology Grotesque Bold.
Lazada
The Singapore-based e-commerce site, part of the Alibaba Group, openly declares its love for its customers. And all because Lazada has a heart-shaped logo. But it is non-standard but “electronic” as if assembled from two enlarged pixels. The right side of the geometric figure is colored pink; the left side is orange. At the junction of the corner, both colors are mixed into a gradient, so they seem to transition from shade to shade harmoniously. At the top, in the middle, there is a smooth indentation that gives the logo a heart shape. Next to the icon is the name of the trading web platform, typed in a thin grotesque. The lines of the letters are straight, with clear contours. Lowercase “a” and “d” are very similar to each other. They differ only in the length of the side leg.
Polly Pocket
Polly Pocket has a special logo because this line of toys consists mainly of dolls. To get the girls’ attention, the designers used a bubbly font and replaced the letter “o” in the word “Polly” with a big heart. The symbol of love is dark purple on the inside, and the outside is bordered with a gold band, the ends of which are elegantly swirled. Other colors are used for the inscription: white and light blue. And the overall background is purple. The highlights create the effect of “plasticity,” “doll-like.”
Pure Romance
The heart on the Pure Romance logo looks like a falling pink ribbon. It is the embodiment of comfort, softness, lightness, and piquancy because the company sells products for adults. And the romantic symbol also echoes its name, which is presented just below in the same pink color with a touch of fuchsia. It’s written in a contrasting font with barely noticeable miniature serifs.
iHeartRadio
The iHeartRadio platform, operating as an internet radio and podcast publisher, played up the love for its listeners in a red heart. To do so, the designers depicted an oval, a circle, and four brackets (two on each side) in the negative space, symbolizing the antenna and the airwaves. In addition, this abstract drawing resembles the letter “i.” The brand’s full name is shown below: the first line is the black word “iHeart,” and the second is the gray “RADIO,” written in uppercase sans serif glyphs.
CVS Pharmacy
The American retail chain CVS Pharmacy also uses a logo with the image of a heart. Her pictogram looks like a dark red rhombus with a rectangular depression in place of the top corner. The figure symbolizes love and concern for customers’ health. To the right, the abbreviation “CVS” is written in bold letters, and behind it is the word “pharmacy,” fully converted to lower case. For the latter, a low-contrast sans serif font reminiscent of OGJ Type Design’s Sequel Sans Body Medium was chosen.
Blugirl Folies
The Blugirl Folies logo features a heart pierced by an arrow, reminiscent of a cave painting. It is depicted with a negative space inside the black “o” in the word “Folies,” which is enlarged and centered. In contrast, “BLUGIRL” is reduced and written in uppercase glyphs in the upper right corner – starting where the dot over the “i” should be. A heart with an arrow is a traditional symbol of eternal love. In this case, the love of clothes is represented in the line of the Italian brand.
Luisa Spagnoli
Luisa Spagnoli’s wordmark embodies the chic and elegance of the country this brand belongs to, that is Italy. It is difficult to see the heart in the inscription, as it is formed by curls of the initial letters “L” and “S,” as well as the fourth “s” in the word “Luisa.” The symbol of love is lost against the rest of the sophisticated lines because the handwritten glyphs with hinges and elongated feet draw all the attention.
Nandos
The fast food restaurant chain Nandos is located in South Africa, so the rooster on its logo is drawn in the appropriate style. Its legs, torso, and head resemble an elongated black jug. Details have also been added: a large crest, tail, eyes, and beak. But the most important element is the red heart on the rooster’s chest, an expression of love and trust. The name of the brand is also red. It’s written just below in bold, slanted serif font.
XO
The emblem of the record label XO contains its name, which is not written but carelessly drawn in black paint. It looks as if the artist’s hand shook or the ink was too liquid and spread on the paper. A small black heart is depicted in the same style at the top between the letters. The “X” and “O” separated by the heart resemble a mathematical formula – in this case, it may be a metaphor related to measuring the degree of love for music.
WeHeartIt
The name WeHeartIt reveals what this social network is all about: It was created for users to share images they like with each other. This word combination is embodied in the logo, where “we” and “it” are written in dark gray lowercase letters without serifs, and instead of the middle part, there is a pictogram – a pink heart with a gradient. The love symbol not only illustrates the platform’s name but also shows people’s reactions to the content.
I Love New York
Perhaps the most famous logo on this list is the epitome of the “I Love New York” slogan. The designers shortened the phrase, turning it into a kind of rebus. The first line contains the black letter “I” and a red heart. Below them is an abbreviated name of the city: “NY.” It is as black as the top glyph. The elements are centered so that there is harmonious symmetry. A bold version of the American Typewriter font with rounded serifs is used for the lettering.
Southwest Airlines
American carrier Southwest Airlines interprets the heart as a symbol of customer care. As Kevin Krone explained, it is a visual reflection of all the hearts invested in the company. The drawing is colored in the corporate colors of yellow, red, and blue. Thin silver stripes separate them on the diagonal. On the left is the dark blue word “Southwest,” for which a custom Southwest Sans font was created.
Airbnb
The online accommodation search and rental site Airbnb uses a logotype with a very strange heart. Not only does it have a little recognizable shape, but it’s also upside down. You can make out the big letter “A,” the head and hands of a man, and the geolocation sign. The outline of the abstract heart is painted a soft shade of pink and contrasts with the white interior. The inscription on the right is in the same color. All letters are lowercase and in a sans serif geometric typeface similar to LL Brown.
Etsy
The American online store Etsy has chosen a simple logo. It consists of a large classically shaped heart, as it is usually depicted in love letters. The emblem is located obliquely – with the tip to the right and down. It has no other graphic elements. There is a single inscription on a pastel-coffee background – the name of a commercial website. It is large, so it occupies almost the entire internal space. Naturally, the text is also diagonal. It uses a soft font in lower case. The exception is “E”: it is capital. The serifs of the glyphs are smooth, harmoniously turning into the legs of the letters.
IGtools
IGtools platform, created to promote Instagram users, allows you to increase the number of subscribers and likes. The visual embodiment of those very likes is the little pink heart depicted on the service’s logo. To make it stand out, the designers placed it in a white circle and added a frame in the form of a ring with four stripes pointing to the left side. This frame is not only a decorative element but also the embodiment of the speed with which new likes appear on Instagram. And the orange and pink gradient recalls the colors of the social network. The platform’s name is written slightly to the right, for which the designers used a modern bold font.
General Mills
General Mills is a food and non-food manufacturer best known for its ready-to-eat cereal breakfasts. Judging by the little red heart on the logo, it makes all of its products with love. The symbol is above a stylized “g” in blue. And next to it is the same blue corporate name, divided into two lines and written in Gotham Bold font.
British Heart Foundation
Because the British Heart Foundation is engaged in research on the cardiovascular system, the heart in its logo illustrates a real human organ. It is formed by a white line that looks like a drawing of a cardiogram. The name of the charity is written in bold white letters at the bottom, and the background for all the elements is a vertical rectangle of red. The text is divided into two lines and in a sans serif font.
Pampers
The heart on the logo of the famous diaper manufacturer symbolizes gentleness, softness, comfort, and care for babies. It is formed by a yellow stripe that curls up to form a loop. Given the chosen color, this element can denote the sun because four light blue lines emanating from it, similar to rays. The turquoise “Pampers” lettering is also associated with affection and kindness because it is written in a bubbly font with rounded corners.
American Heart Association
The American Heart Association is another company that sponsors the study of cardiac disease. That is, the heart is not so much the embodiment of love as it is the object of research. It is depicted on the AHA logo in classic red, complete with a burning torch that symbolizes progress, education, enlightenment, and knowledge. The organization’s name is divided into three lines and written on the right side in sans serif black letters.
My Little Pony
The emblem of My Little Pony also has a heart, not one, but three. Two of them are small and dark blue. They are used as intra-letter gaps at the “p” and “o” in the word “pony.” The third heart is white and serves as a background for the pronoun “my.” Like the pink rainbow in the background, this is part of a hyperbolized glamorous style aimed at the cartoon series’ target audience of preschool and elementary school-aged girls.
Kingdom Hearts
The logo of the Kingdom Hearts computer games reflects their name. It contains a corresponding Gothic inscription, a tridental crown, and an elegant heart, which consists of two curved lines with whorls. All elements are presented in different shades of gray, but black is additionally used for contrast. The smooth and soft lines of the heart contrast with the sharp spikes on the ends of the letters.
NYX
As the cosmetics company, the NYX logo was created following the canons of minimalism; the designers decided to depict a small black heart instead of the big red one. It is located exactly in the middle – under the foot of the letter “Y” of the acronym, which is located at the top. The motto “PROFESSIONAL MAKEUP” occupies the bottom line. In this case, the heart balances the contrast between the two fonts: simple, subtle grotesque, and complex futuristic glyphs.
Stella McCartney
The heart and the lettering on the Stella McCartney logo look like they’re lined with tiny dark rhinestones. And both “A’s” are missing pieces, as if the glued rhinestones have already crumbled. This design is reminiscent of the pattern on clothes because that’s exactly what the company produces.
CVS Health
The owner of the CVS Health chain of pharmacies and outpatient clinics is another company that can’t do without a heart in its identity. It’s shaped like a rhombus with a rectangular notch on top and matches the dark red “CVS” abbreviation next to it. Even to the right is the black word “Health” written in Lubalin Graph geometric font.
Jojo Siwa
The Jojo Siwa logo is as colorful and eccentric as the American artist who owns the brand. The two hearts formed by the legs of the letters “J” and “j” in “Jojo” are quite in keeping with her style. The same goes for the two five-pointed stars to the right and left of the word “Siwa.” And the pink gradient with a transition to a purple hue emphasizes femininity, playfulness, and friendliness.
Belarusian Opposition
The Belarusian Opposition democratic movement has a positive logo, which includes a symbol of love – a red heart. It is unevenly colored and circled by an uneven black stripe around the edge. To the right is a clenched fist – a sign of solidarity and unity. After he is a hand, showing the index and middle fingers in the shape of the letter “V,” the so-called victorious gesture “victoria.”
Heart of Midlothian
The Heart of Midlothian logo demonstrates the football club’s respect for its fans and for the sport it plays. After all, the Scottish professional team opted for the heart. In addition, this is a sacred sign – “brave heart” has long been associated with the local people. The main part of the emblem is painted dark red with a yellow center. The inner frame is light grey. The outer contour consists of two thin multi-colored stripes. There is a soccer ball in the center of the logo. Around it are the capital letters “F,” “H,” “M,” “C,” and the number “1874”. They are separated by rectangles resembling the flag of Scotland. There is also a triple frame in the form of a three-layer “brickwork.” That is, it is a multi-component logo with historical roots.
YouPorn
In the YouPorn emblem, the symbol of love takes on a double meaning, given the specifics of this online platform. In this case, the heart is integrated into the verbal sign: it takes the place of the letter “O,” which should be located immediately after the “P.” The artists outlined a pink outline and left the middle empty. The second half of the inscription is the same delicate pink color, done in a subtle low-contrast grotesque. As for the first three glyphs, we used a bold black font without serifs.
Stranger Live
Because the Stranger Live app was created not only to find new friends but also for romantic dating, the heart on its logo seems very appropriate. And yet, the designers didn’t focus on it but made the symbol small and placed it above the image of a video camera. It turned out to have a dual meaning: both love video chatting and love in video chat. The central elements are taken in a white ring, stylized as a dialogue bubble. Both the heart and the camera, and the frame are painted white. The overall background is a pink square with rounded corners and a gradient.
Heart of Dallas Bowl
To find the heart in the multidimensional logo of the soccer game, you need to look closely at the inscription. It is highlighted in light blue and is inside the first “D” that begins the word “DALLAS.” This part of the title, along with the phrase “HEART OF,” is painted white and placed on a dark blue ribbon that is curved in the shape of an arch. In the background is a large triangular shield. In addition to the text, it contains several other Heart of Dallas Bowl symbols:
- A rooster silhouette
- A five-pointed star
- A heraldic rose
- A typographic mark is known as an asterisk
Aetna
The heart on the Aetna logo is almost identical to that of CVS Pharmacy and CVS Health; only the American insurance company has bright purple instead of dark red. And no wonder, since its main specialization is health insurance, so the associations with the health care institutions are quite appropriate. The main graphic element symbolizes reliability, trust, and love. The soft geometric typeface used to write the brand’s name enhances the positive impression.
Polar
The developers of Polar’s identity decided to play with the heart in the slogan “LISTEN TO YOUR HEART,” replacing the last word with a corresponding picture. As a result, the medium-sized dark red icon complements the black lettering, in which all the letters are elongated vertically. It echoes the color of the “O” in the “POLAR” caption above. This “O” looks like a circle divided in two by a horizontal white stripe. The same stripe runs through the glyphs “P,” “L,” “A,” and “R.” It symbolizes the thirst for speed because the logo belongs to the manufacturer of sporting goods.
Roxy
The heart halves on this company’s emblem are formed by negative space between two figures that mimic human hands. The stylized fingers hold two triangular mountains with snow-capped tops. By arranging the elements in this way, the designers tried to express their love for snowboarding because Roxy is a clothing brand for extreme sports.
Fansly
The Fansly platform allows you to trade a variety of photo and video content, but it is most often used to distribute adult content. That’s why the heart on its logo has the shape of two padlocks stacked together. Interestingly, they are not closed but open; that is, there is a hint of giving access to something confidential, forbidden. The little circle in the center simultaneously looks like a camera lens and a door peephole. The light blue color represents reliability and evokes subconscious trust. In addition, the lock itself is a symbol of security.
McKamey Animal Center
As McKamey Animal Center helps defenseless animals, the heart on its logo is stylized as a paw print. It is reversed 180 degrees and painted soft pink, and above it is four small circles of the same shade. The icon is placed inside a dark turquoise pentagon in the shape of a dog kennel so that no one would have any doubt about the identity of the print. The organization’s name is written on the right in black letters.
Heart
The British radio network Heart broadcasts fiery music, so it has a name associated with passion and vivid emotion. This is embodied in the red logo, where the letter “a” is replaced by a heart lying on its side.
LensCrafters
Unlike many other companies, eyewear chain LensCrafters uses the heart on its logo as part of an impromptu puzzle. On the left is a stylized eye, and a little to the right is a small red heart, followed by the abbreviation “LC.” The obvious message is encoded here: your eyes will love our glasses. The full brand name is at the bottom and is presented in black.
DocMorris
The logo of the pharmaceutical chain DocMorris can be distinguished by the green heart, which is decorated with three spirals of different shades. Judging by the palette, it symbolizes love for natural medicines, although green is also associated with health, reliability, and strength. The words of the two-level inscription “DocMorris Apotheke” are painted in the same colors. The dots on the ends of the letters “c” and “r” echo a similar dot inside the heart.
Langnese
The heart on the red and white Langnese emblem is shaped like the curved tops of the ice cream that the company sells. A total of five hearts of different sizes and colors can be counted. That’s how, according to the designers, the boundless love for cold desserts should be expressed. It also looks like layers of white ice cream with berry jam.
Good Humor
This is another ice cream brand that uses the heart logo. It is essentially the American version of Langnese, so their symbols are very similar. Only at Good Humor, the multi-layered red and white heart is not the logo’s centerpiece. It is on the roof of the ice cream truck, with happy children running after it. The brand name is written on the side of the car to catch the eye immediately.
Apink
South Korean music group Apink uses a logo with a heart because its members are all girls. The designers play up the name of the creative group by depicting it in a handwritten font in pink. The foot of the “p” stretches far down, then curves upwards at right angles. At the same time, one of the diagonals of the letter “k” (which for some reason looks like an “x”) first forms a hook and then forms a large loop resembling the top of a heart. This abstract framing, along with the delicate palette, matches the feminine Apink style.
Merci
The concept of the Merci confectionery brand is expressed in its name, which means “thank you” in French. People are supposed to give each other chocolate as a thank-you gift; that’s why in this case, the heart symbol can be interpreted as the most real expression of love. And the designers didn’t just put it on the logo but artistically played it up, depicting it instead of a dot over the “i.” For this, they used a red gradient from scarlet to burgundy. The word “merci,” on the other hand, is written in lowercase glyphs with a gold gradient. The font looks elegant with its high contrast and the dots on the ends of some of the letters.
Clover
Clover is a dating application that allows you to build friendships and romantic relationships. Therefore, the four hearts on its emblem symbolize the meeting of people who feel sympathy for each other. Judging by the symmetrical arrangement, they beat in unison. The identical shape suggests their similarity, and the different colors – pink, green, blue, and orange – emphasize their individuality. Interestingly, the hearts are laid out in the shape of a clover. On the right is a black wordmark with the name of the brand. It is in a font roughly similar to Explogos – Demo by Steve Gardner.
Comme des Garçons
The Japanese brand, based in the capital of France, is engaged in fashion, perfumery, and jewelry. It was founded in 1969 and had two offices at once: in Tokyo (legally) and in Paris (actually). For the logo, Comme des Garçons chose a heart with eyes and a full name with a flower instead of a diacritic. All elements are painted black.
