Introduction

The power of logos is such that even vague similarities in the colours and symbols adopted by very different organizations may create uncanny misunderstandings. Logos serve as windows into organizations’ identities and their analysis provides novel insights into collective actors’ organizational cultures, legitimization strategies, and socialization to international norms. Logos can be referred to as the graphic design that an organization uses to identify itself, its products, and its activities. Logos are the cusp of the broader system of meanings known as the branding iceberg. Logos are not merely valuable and sometimes contested corporate assets. Logos are legitimizing tools, helping organizations showcase adherence to specific social norms by paying lip service to certain logics of appropriateness.