You can use express tags… TODAY!

HTML6 is coming, we know it very well, 'cause we're strongly waiting for features like described here.

Let's take a look

Since the introduction of XHTML, naming tags anyway you want is possible and passes HTMl validators. Browser engines computes unknown element names as a normal block element.

Which means you can code HTML like this:

<logo>
  <img src="http:/domain.ext/path/to/image.jpg" />
</logo>

Which also means you can code CSS (here SCSS) as this:

logo {
  width: 10rem;
  aspect-ratio: 2 / 1;

  img {
    width: 100%;
    object-fit: cover;
  }
}