What is a logo?
To put it shortly, a logo is a graphic element composed by texts, images, shapes together or separated.
But, of course it can be much more than that!
A logo is the foundation of your brand, helping clients understand what you are about, who you are and what you value.
Well designed, a logo can give a message, tell a story or incite a feeling that connects with your target audience.
What does a logo do for you?
- Your first impression, on everyone, not only your clients.
- Stand out from the competitors, 99.9% of businesses have them, so check them out first!
- Gives key information about what you offer.
- Builds brand identity and recognition.
Types of logos
Normally we would not recommend a special kind of logo for you without knowing everything about your target audience, your company and your values.
Logotype-Wordmark
It’s based on the name of your company, font-based that combined with a catchy name it creates strong brand recognition.
Icon/Symbol
Brand mark or Logo symbol, these use an emblematic graphic recognizable instantly, this one could be tricky with new projects.
Abstract Mark
This is a similar one to the icon or symbol but they don’t ressemble a specific shape right away. They allow you to create something unique symbolically.
Combination Mark
Combines the icon or graphic part of the logo with the maskot and/or the watermark.
Lettermarks/Monograms
Consists usually on the company’s initials, useful for companies with rather long names or many words. Simplicity being it’s strength, it is a typography based logo that makes it easier to remember.
Emblem
They usually have a traditional appereance and the font/type are inside the sybol or shape.
Mascot
A good option if your target audience includes children and families, they create dynamic and promote interaction with your brand.
Logo Components
Colors
Colors tell your clients mood, style, seriousness, stable or cutting-edge. They will help your whole brand shine or fade, so choose wisely.
Typography
This is basically the sign in a special or tailored font that reads the name of your company and in some cases, your tagline.
Image
It can be the simplest symbol like a leaf, an arrow or a dot that represents the world. It can also be a full graphic, but keep it simple.
Tagline
Under your logo, mostly it outlines, compiles or even clarifies what your company does, very briefly.
What makes a striking logo?
Appropriate
It’s not always about flashing, sometimes it only resonates with your clients, it has to speak to your target audience.
Readable
Make sure that your logo can be understandable from a peek, it’s symbols and elements sholud be easy to identify, specially with wordmarks.
Distinctive
The goal is to stay in your clients’ mind, a distinctive logo will make you memorable and will set you appart from the competition.
Scaleable
Your logo needs to be everywhere, this means very small places like a soda lid, as well as big billboards. On all these it should speak the same and maintain readability.
Logo design process
Often the steps involve an investigation, conceptualization, alternative candidates, refining of a chosen design, test on products and aplications, finally the adoption and production of it for the brand.
Before designing a logo you should know concept and company values as well as consumer profile and target group.
