Logos don’t contain random elements; they should convey the brand’s essence and make a lasting first impression. So, creating a visual image of the corporation isn’t enough; it needs to fit its name into a circle or square. With that in mind, designers use popular symbols or abstract designs that are expressive and recognizable.
One such symbol is the heart. Traditionally, it symbolizes love, but its meaning can vary by context. For example, on the Clinic of Vascular Surgery emblem, the heart’s meaning is quite literal: it is an organ that needs treatment. But the brand of children’s toys symbolizes maternal tenderness, care, and affection. This is a classic ideogram: a drawing that conveys an idea clearly and unambiguously. The number of such ideas is limited only by designers’ imagination. Below is a list of companies whose logos feature a heart.
Eurovision
The heart in the pop song contest emblem serves a dual purpose. Firstly, it expresses a love for creativity and music. Second, it frames the national flags of Eurovision participants. Each year, the design changes to reflect the host country. The heart is at the center: the designers play on its resemblance to the letter “V” by replacing it with a pictogram. The name uses a custom font. Under it, the phrase “SONG CONTEST” appears in grotesque Gotham Bold. The last line usually indicates the organizing city and the contest year. These are highlighted in Gotham Book font.
Burlington
The Burlington logo is another example of a heart instead of a letter. The American clothing company’s name mimics the capital letter “B.” To make the resemblance obvious, the artists turned the heart sideways. As a result, two semicircular protrusions with a triangular depression between them appeared on the right side, almost exactly where the letter “B” has these protrusions. The elegant symbol is pink on the outside, but the inside remains white. All subsequent glyphs are also pink and set in a Bodoni-family font. Interestingly, Burlington’s heart symbolizes a welcoming attitude towards all customers, regardless of their lifestyle or skin color. After all, the company’s new concept is based on accepting people’s differences.
DSWD
The Department of Social Welfare and Development (DSWD) uses a logo featuring a red octagonal heart. It symbolizes the poor in the Philippines, as the organization helps needy Filipinos who cannot work because of age or health issues. The blue hands supporting the heart symbolize the government’s concern for the people and its responsibility to improve the social condition of all segments of society. The photo is housed in a yellow square frame with rounded bottom corners.
Polk Audio
The American loudspeaker manufacturer also features a heart in one of its logos (2012-2020): it is formed by negative white space against a bright red circle. Here, the round base mimics a subwoofer driver, and the heart symbolizes the sound quality all music lovers enjoy. To the right of the emblem is a short black line of text. For the word “Polk,” the designers used a bold, grotesque vertical line.
Konplott
Miranda Constantinidou, the creator of Konplott, was trained in fashion illustration, so her company’s corporate identity is well thought out. The German fashion accessories brand uses a multi-component oval-shaped logo. The heart sits at the center of the composition and seems to belong to the Princess Frog, who sits on the globe, or rather, on the globe’s scale. Many inscriptions complete the drawing with information about the manufacturer. The founder’s first and last name, the name, and the year of Konplott’s debut are listed. The heart conveys a love of beauty, as the frog princess in fairy tales can turn into a charming girl at will.
GoDaddy
The heart on the logo of the GoDaddy domain name registrar is a monogram, which, contrary to expectations, does not consist of “G” and “D.” One half looks like a “G.” The other half, however, is the letter “O.” As the company explained, this emblem, created in collaboration with Codo and Lippincott, should motivate users to action. The turquoise monogram is combined with the inscription “GoDaddy,” also in turquoise. The brand name uses a bold font similar to HeadFirst’s modified Sentic Text Black, and the first letter “G” is stylized as a round arrow.
University of Wisconsin
It’s hard to see a heart as the University of Wisconsin’s main symbol, but it’s there. It’s a red figure inside a decorative gold-colored frame. It is stretched vertically and features a white “W.” This is the institution’s official coat of arms. It is part of the logo, which includes a wordmark: a two-level inscription with the city and university names. The red Friz Quadrata font is used for the first line, and a classic thin grotesque for the second.
Munchkin
The baby product brand is represented by a logo featuring a multicolored inscription, “munchkin,” with each letter lowercase and individually colored. The font resembles FontSite Inc.’s Noveo Sans Bold, except that the letter “n” in the wordmark appears as an inverted “u.” Another difference is that, instead of a dot above the “I,” a small white heart outlined in red appears. This expresses love for children and symbolizes tenderness and care.
FIBA 2023 World Cup
The FIBA 2023 World Cup is an international basketball competition. It will be held simultaneously in three Asian countries, distinguishing it from previous championships. This tournament is also recognized by its logo, which depicts three hearts symbolizing passion for basketball. It shows one heart inside another: a small blue heart in the center, a white heart with decorative curls around it, 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, there is basic information about the event: the name of the hosting organization (“FIBA”), the sport (“BASKETBALL”), the type of championship (“WORLD CUP”), and the hosts (“PHILIPPINES JAPAN INDONESIA”).
Badoo
Unsurprisingly, the Badoo logo shows a heart because this social network is designed for romantic dating. But even with such a bland symbol, the artists have interestingly played with it by placing a white half-ring inside, representing a smile. This lets us interpret the blue heart as a sign of love and the imprint of lips left after a kiss. To the right of the badge, the brand name appears in the same deep blue. The rounded serif letters harmonize with the inverted smile bracket. The geometric font resembles Comfortaa.
Thomas Cook
The British travel company Thomas Cook logo also contains a heart. Here, it consists of two oval rectangles connected at right angles. The figure is painted in gold with a gradient and white reflections, simultaneously symbolizing high standards of service and a picturesque sunrise. At the bottom, black lettering shows the brand name, centered and split into two lines.
Trainline
Trainline is an online service that lets you buy train tickets or view route schedules. The heart in its logo consists of two lines that resemble a railroad map and rails, though they’re slightly crooked. The stylized heart and the brand name on the right are rendered in turquoise. The word is set in bold, 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 that’s because Lazada has a heart-shaped logo. But it isn’t standard or “electronic,” as if assembled from two enlarged pixels. The right side of the geometric figure is colored pink, and the left is orange. At the corners, the two colors blend into a gradient, transitioning harmoniously from one shade to another. At the top center, a smooth indentation gives the logo a heart shape. Next to the pictogram, the brand web platform’s name appears in a subtle, grotesque font. The letterforms are straight, with clear contours. The lowercase letters “a” and “d” are very similar. They differ only in the length of the side stem.
Polly Pocket
Polly Pocket has a distinctive logo because the toy line mainly consists of dolls. To attract girls’ attention, the designers used a “bubble” font and replaced the letter “o” in “Polly” with a large heart. Inside, the symbol of love is dark purple, and the outside is bordered with a golden ribbon whose ends are elegantly twisted. The inscription uses white and light blue. The general background is purple. Flares create a “plasticity” or “doll-like” appearance.
Pure Romance
The heart in the Pure Romance logo resembles a pink ribbon descending. It represents comfort, softness, lightness, and spice, as the company sells adult products. The romantic symbol echoes the name and is presented below in pink with a hint of fuchsia. It is written in a contrasting font with barely visible tiny serifs.
iHeartRadio
The iHeartRadio platform, which operates as a publisher of internet radio and podcasts, highlighted its love for listeners with a red heart. To do this, the designers used negative space to depict an oval, a circle, and four brackets (two on each side), symbolizing the antenna and the airwaves. The abstract pattern also resembles the letter “i.” The full brand name is shown below: the first line is the black word “iHeart,” and the second line is the gray word “RADIO” written in capital sans-serif fonts.
CVS Pharmacy
US retailer CVS Pharmacy also uses a heart logo. Its pictogram looks like a dark red rhombus with a rectangular depression at the top corner. The drawing symbolizes love and concern for customers’ health. The abbreviation “CVS” appears in bold on the right, followed by “pharmacy” in lowercase. A low-contrast serif font reminiscent of OGJ Type Design’s Sequel Sans Body Medium was chosen for the latter.
Blugirl Folies
The Blugirl Folies logo features a heart pierced by an arrow, evoking rock art. It is depicted within the black “o” of the word “Folies,” which is enlarged and centered. By contrast, the word “BLUGIRL” is reduced and set in uppercase glyphs in the upper right corner, starting with a dot above the “i.” A heart with an arrow is a traditional symbol of eternal love. Here, the love of clothing is represented in the Italian brand’s line.
Luisa Spagnoli
The Luisa Spagnoli trademark embodies Italy’s chic elegance, the country the brand represents. It is difficult to see the heart in the inscription, as it is formed by the curls of the initial letters “L” and “S,” as well as the fourth “s” in the word “Luisa.” The symbol of love is lost among the other exquisite lines, as all attention is drawn to the handwritten glyphs with hinges and outstretched legs.
Nandos
The fast-food restaurant chain Nando’s is based in South Africa, so its rooster logo fits. Its legs, torso, and head resemble an elongated black jug. Details are also added: a large crest, tail, eyes, and beak. However, the most important element is the red heart on the rooster’s chest, expressing love and trust. The brand name is also red. It is written just below in a bold, slanted serif font.
XO
The XO record label emblem contains its name, not written, but carelessly drawn in black paint. It looks as if the artist’s hand shook, or the paint was too liquid and spread on the paper. A small black heart is at the top, between the letters in the same style. The letters “X” and “O” separated by the heart resemble a mathematical formula. In this case, it may serve as a metaphor for gauging how much someone loves music.
WeHeartIt
The name WeHeartIt captures the essence of this social network: it was created for users to share images they like with one another. This word combination is embodied in the logo, where “we” and “it” are set in dark gray lowercase sans-serif type. Instead of the middle part, a gradient pink heart appears. The love symbol illustrates the platform’s name and people’s reactions to the content.
I Love New York
Perhaps the most famous logo on this list is the personification of the slogan “I Love New York.” Designers shortened the phrase, turning it into a kind of rebus. The first line contains a black letter “I” and a red heart. Under them is the city’s abbreviated name: “NY.” It matches the black in the upper glyph. The elements are centered, creating a harmonious, symmetrical design. The inscription uses the Bold American Typewriter font with rounded serifs.
Southwest Airlines
The American airline Southwest Airlines uses the heart to symbolize customer care. As Kevin Crone explained, it visually reflects all the hearts invested in the company. The drawing uses the corporate colors yellow, red, and blue. Thin silver stripes separate them diagonally. On the left is the dark blue word “Southwest,” for which the Southwest Sans font was created.
Airbnb
The home-sharing and rental site Airbnb uses a very unusual heart logo. It’s not only unrecognizable, but it’s upside down. You can distinguish the large letter “A,” a person’s head and hands, and a geolocation sign. The abstract heart outline is colored a soft pink, contrasting with the white interior. The lettering on the right matches that color. All letters are lowercase and typed in a geometric sans serif font similar to LL Brown.
Etsy
The American online store Etsy chose a simple logo. It represents a large, classic heart shape, commonly depicted in love letters. The emblem is arranged obliquely, with the top to the right and downward. It has no other graphic elements. One inscription, set against a pastel-and-coffee background, is the commercial site’s name. It is large, occupying almost the entire internal space. Naturally, the text is also set on a diagonal. It uses a soft, lowercase font. The exception is the letter “E”: it is capitalized. The glyphs’ serifs are smooth, harmoniously transitioning into the letters’ feet.
IGtools
The IGtools platform, designed to promote Instagram users, helps you increase your followers and likes. The visual embodiment of these very likes is a small pink heart on the service’s logo. The designers placed it in a white circle to make it more visible and added a ring-shaped frame with four left-pointing stripes. This frame is a decorative element and epitomizes the speed of new likes on Instagram. The orange-and-pink gradient also echoes the social network’s colors. The platform’s name appears slightly to the right, set in a modern, bold font.
General Mills
General Mills is a food and non-food manufacturer known for its ready-to-eat breakfast cereals. The small red heart on the logo suggests the company makes all its products with love. The symbol sits above a stylized blue “g”. Next to it, the same blue company name is split into two lines and set in Gotham Bold.
British Heart Foundation
Since the British Heart Foundation researches the cardiovascular system, the heart in its logo is depicted as a real human organ. It is formed by a white line resembling a heart rate monitor’s pattern. The charity’s name appears at the bottom in bold white letters, set against a vertical red rectangle. The text is divided into two lines and is in a sans-serif font.
Pampers
The heart at the center of the famous diaper manufacturer’s logo symbolizes tenderness, softness, comfort, and care for babies. It is formed by a yellow stripe twisted into a loop. Given the color choice, this element can also suggest the sun, with four light-blue lines resembling rays emanating from it. The turquoise “Pampers” lettering, set in a lighthearted, rounded-corner font, also conveys affection and kindness.
American Heart Association
The American Heart Association is another organization that sponsors heart disease research. That is, the heart is less the epitome of love than an object of study. The AHA logo is depicted in classic red, with a burning torch symbolizing progress, education, enlightenment, and knowledge. The organization’s name is split into three lines and set in black sans-serif on the right.
My Little Pony
The My Little Pony emblem also has hearts, but not one, three. Two of them are small and dark blue. They are used as intra-letter spaces between the letters “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, it fits a hyper-glamorous style aimed at the animated series’ target audience of preschool- and elementary school-aged girls.
Kingdom Hearts
The Kingdom Hearts logo reflects the game’s name. It features a Gothic inscription, a Trident crown, and a graceful heart made of two curved, curled lines. All elements are presented in shades of gray, with black used for contrast. The heart’s smooth, soft lines contrast with the sharp spikes at the letters’ ends.
NYX
The NYX logo, a cosmetics company, follows the canons of minimalism: instead of a large red heart, the designers chose a small black one. It is located exactly in the middle, under the foot of the “Y” in the abbreviation above. The bottom line reads “PROFESSIONAL MAKEUP.” Here, the heart balances the contrast between the two fonts: simple, subtle, grotesque, and complex, futuristic glyphs.
Stella McCartney
The heart and lettering on the Stella McCartney logo appear to be lined with tiny dark rhinestones. Both “A” letters are missing parts, as if the glued rhinestones have already crumbled. This design is reminiscent of clothing patterns because that’s what the company makes.
CVS Health
CVS Health, a chain of pharmacies and clinics, is another company that cannot do without a heart in its corporate style. It’s diamond-shaped, with a rectangular notch on top, and it matches the dark red abbreviation “CVS” next to it. Further to the right is the black word “Health” in a geometric Lubalin Graph font.
Jojo Siwa
Jojo Siwa’s 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 the word “Jojo” fit her style. The same applies to the two five-pointed stars flanking the word “Siwa.” The pink gradient, transitioning to purple, emphasizes femininity, playfulness, and friendliness.
Belarusian Opposition
The democratic movement “Belarusian Opposition” has a positive logo featuring a red heart, a symbol of love. It is unevenly colored and encircled by an uneven black stripe along the edge. On the right is a clenched fist, a sign of solidarity and unity. Behind it is a hand showing the index and middle fingers in the shape of the letter “V,” the so-called victorious gesture of Victoria.
Heart of Midlothian
The Heart of Midlothian emblem reflects the club’s respect for its fans and the sport it plays. After all, the Scottish professional team has chosen the heart. It is also a sacred sign – the “brave heart” has long been associated with the locals. The main part of the emblem is painted dark red with a yellow center. The inner border is light gray. The outer outline consists of two thin multicolored stripes. In the center of the emblem is a soccer ball. Around it are capital letters “F,” “H,” “M,” “C,” and the number “1874.” They are separated by rectangles reminiscent of Scotland’s flag. A triple frame of three-layer “brickwork” also forms a multi-part logo with historical roots.
YouPorn
In the YouPorn logo, the symbol of love takes on a double meaning, given the platform’s specificity. Here, the heart is integrated into the wordmark, replacing the letter “O” that should sit immediately after the “P.” The artists have outlined a pink outline, leaving the middle empty. The second half of the inscription is the same delicate pink color, executed in a subtle, low-contrast, grotesque style. For the first three glyphs, we used a bold, black sans-serif font.
Stranger Live
Since Stranger Live was created not only to find new friends but also for romantic dates, the heart in its logo seems very appropriate. However, the designers didn’t emphasize it; instead, they made the symbol small and placed it above a video camera icon. The result is a double meaning: both “love in video chat” and “love in video chat”. The central elements are in a white ring, stylized as a dialogue bubble. The heart, camera, and frame are all white. The overall background is a pink square with rounded corners and a gradient.
Heart of Dallas Bowl
Look closely at the lettering to find the heart in the multi-dimensional soccer game logo. It is highlighted in light blue and located inside the first letter “D,” where the word “DALLAS” begins. This part of the name, along with the phrase “HEART OF,” is colored white and placed on a dark-blue ribbon shaped into an arc. A large triangular shield is shown in the background. In addition to the text, several other Heart of Dallas Bowl symbols are placed on it:
- rooster silhouette
- five-pointed star
- heraldic rose
- The typographical mark is known as the asterisk
Aetna
The heart on the Aetna logo is almost identical to the hearts on the CVS Pharmacy and CVS Health logos, except that the heart on the American insurance company’s logo is bright purple rather than dark red. It is no wonder that associations with healthcare institutions are appropriate, since their main focus is health insurance. The main graphic element symbolizes reliability, trust, and love. The soft, geometric font used for the brand name reinforces the positive impression.
Polar
Polar brand identity developers decided to play with the heart in the slogan “LISTEN TO YOUR HEART,” replacing the last word with the corresponding picture. As a result, the dark red, medium-sized icon complements the black lettering, with all letters stretched vertically. It echoes the color of the letter “O” in the POLAR inscription above. This letter “O” is a circle divided into two parts by a horizontal white stripe. The same stripe runs through the glyphs “P,” “L,” “A,” and “R.” It symbolizes a thirst for speed, as the logo belongs to a sporting goods manufacturer.
Roxy
The negative space between two figures that imitate human hands forms the heart halves of this company’s emblem. Stylized fingers hold two triangular mountains with snowy peaks. With this arrangement, designers sought to express their love of snowboarding, as Roxy is an extreme-sports clothing brand.
Fansly
The Fansly platform lets you trade photos and videos, but it is most often used to distribute adult content. The heart in its logo is shaped like two stacked padlocks. Interestingly, they aren’t closed but open, hinting at access to something confidential and forbidden. The small circle in the center resembles a camera lens and a door peephole. The light blue color symbolizes reliability and causes subconscious trust. The lock itself also symbolizes security.
McKamey Animal Center
Because McKamey Animal Center helps defenseless animals, the heart on its logo is stylized as a paw print. It’s flipped 180 degrees and colored soft pink, with four smaller circles of the same shade above it. The badge sits inside a dark turquoise, dog-kennel-shaped pentagon so no one doubts the print’s identity. The organization’s name is written in black letters on the right.
Heart
British radio network Heart broadcasts incendiary music, so its name evokes passion and bright emotions. This is embodied in the red logo, where the letter “a” is replaced with 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; to the right is a small red heart, followed by the acronym “LC.” The message is clear: you’ll love our glasses. The full brand name appears at the bottom in black.
DocMorris
The DocMorris pharmaceutical chain’s logo features a green heart adorned with three spirals in different shades. The palette suggests a love of natural medicines, while green also signals health, reliability, and strength. The two-tiered inscription “DocMorris Apotheke” uses the same colors. The dots at 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 company’s ice cream. There are five hearts of different sizes and colors. According to the designers, this expresses boundless love for cold desserts. It also looks like layers of white ice cream with berry jam.
Good Humor
This ice cream brand uses a heart-shaped logo. It’s the American version of Langnese, so their symbols are very similar. The multi-layered red-and-white heart appears only on Good Humor, not as the logo’s centerpiece. It sits atop an ice cream truck, with happy children running after it. The brand name is written on the side of the vehicle to catch the eye immediately.
Apink
South Korean music group Apink uses a heart logo because it’s an all-girl group. The designers highlight the creative group’s name in a pink handwritten font. The stem of the letter “p” stretches far down, then curves upward at a right angle. At the same time, one diagonal of the letter “k” (somehow resembling an “x”) first forms a hook, then a large loop resembling the top of a heart. This abstract framing, combined with the delicate palette, fits Apink’s feminine style.
Merci
The concept of the Merci confectionery brand is expressed in its name, which means “thank you” in French. It is believed that people give chocolate to each other as a sign of gratitude, so in this case, the heart symbol can be seen as a genuine expression of love. The designers didn’t just place it on the logo; they also treated it artistically, depicting it rather than the dot above the “i.” To do 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 thanks to the high contrast and dots at the ends of some letters.
Clover
Clover is a dating app that allows you to build friendships and romantic relationships. The four hearts on its emblem symbolize people meeting and finding sympathy in each other. Their symmetrical arrangement suggests they beat in unison. The identical shape suggests their similarity, while 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, a black wordmark shows the brand’s name. It is set in a font roughly similar to Explogos – Demo by Steve Gardner.
Comme des Garçons
A Japanese brand based in Paris, Comme des Garçons sells fashion, perfume, and jewelry. Founded in 1969, it had two offices at once: one in Tokyo (legally) and one in Paris (actually). For the logo, Comme des Garçons chose a heart with eyes and the full name with a flower instead of diacritical marks. All elements are colored in black.