标志（英语：logo）或者标识是企业、组织、个人等用作识别的一种图像、符号或象征物。

出自希腊语：Λογότυπο（logotypo）→拉丁语：logotipo→法语、英语：logotype。

「logotype」在印刷术语是「单语（logo-）活字（type）」意思，例如「on、if、an、the……」等简短语词铸为一个活字，类似「连字」（ligature，如æ）、「语标」（logogram，如$）的概念，因此又译作「合成字体」并衍生出「文本标识」的意涵，商业化即「文本商标」（wordmark）。

A logo (abbreviation of logotype, from Greek:λόγος logos "word" and τύπος typos "imprint") is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).