Abstract: A self-orienting logo assembly so that the logo is always in a horizontal orientation. In the preferred embodiments the logo is located on a disk. The disk is weighted or otherwise designed to have its weight distributed nonuniformly. The disk is located inside a housing. The housing is attached to the computer or other equipment bearing the logo. When the housing is located in a vertical plane the disk rotates to allow the logo to remain horizontal. The disk can be rotationally mounted to the housing or can be suspended in liquid. In an alternate embodiment the disk can have a magnet incorporated so that when the disk is in a horizontal orientation it can act as a compass. In another embodiment a portion of the disk is removed and the housing contains an additional logo or wording. The rotation of the disk can then cover or expose the additional logo or wording.