ABSTRACTEVA HORVATHTHE HISTORICAL DEVELOPMENT OF LOGOSDespite their brief and seemingly simple image logos actually contain and transport complexmessages. Selected examples help trace back historic roots and comprehend the presentdevelopment of logos into distinguishing marks and brand labels. In this way has it beenpossible to list the bookplate, ignored so far in specialist literature and considered irrelevantfor the logo and its development, among its forerunners.As for the term logo, it displays utmost impreciseness and is referred to by divergingdefinitions. It is these definitions that are being examined, one of which is selected as validand used throughout this paper. Structuring and classifying in categories of the findings andpossible types of logos will be a further step of his study. The conclusion drawn allows us forthe first time ever to identify two historic abbreviations as logos. It is in accordance with thedefinition chosen and presented that both the Roman state seal S.P.Q.R. and the Habsburgs?A.E.I.O.U. can be characterized as logos.As far as modern logos are concerned, examples taken from practice serve as a basis fordiscussing their fundamental forms, possible compositions, aimed at functions and intendedimpacts.