LOGO DESIGN

What is Logo?

A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values.

Logo design is all about creating the perfect visual brand mark for a company. Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline.

→ What does a logo do?

Logos do something aside from looking pretty, right? Yes! Logos serve many functions.

→ A logo makes you stand out from the competition

Perhaps the most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses.

→ A logo identifies key information about your business

Along with demarcating your business, a good logo also provides your customer with some crucial information about your company: it can communicate the industry you exist in, the service you provide, your target demographic and your brand values.

→ A logo builds brand recognition

Logos also leave a visual impact that reminds your customers that, well… that you exist!

In other words, logos can create strong visual associations with a business.

This association helps customers keep your brand in mind.

→ What are the elements of a logo?

Now that we know what a logo does, let’s look at what they are made of. Stardust, chocolate chips, recycled board games? Close but not quite!

These elements work together to form 5 types of logos

1)  Typography

When it comes to form, a logo will usually contain some kind of typographic element. This can range from a monogram-style single letter to an abbreviation or the full title of the business.

2)  Imagery

Sometimes typography is accompanied by symbols or icons. These can be representative or composed of abstract geometric elements.

In certain instances, logos also include decorative elements such as line work or visual punctuations—such as small stars or dotted lines—that don’t necessarily create a specific,

3)  Color

Beyond form comes color. Logos can be black and white, monochrome or multicolored. Multicolored logos often have palettes that are either analogous, meaning colors of similar hue, or complementary, meaning colors of distant or opposite hue.

The Synergy example contains a full color, complementary color palette. For more on color, check out our Logo colors article.

4)  Context

In some instances, a logo is also defined by the context in which it is used.

With that said, it’s important to think about when and where logos can be applied.

Commonly we see logos online, on business cards, in storefronts, in advertising and in print. But your business might have specific needs.

In the example on the left, the circular design is a perfect fit for drink coasters!

5)  Static or dynamic elements

One fork in the road in logo design worth mentioning is the decision to create a static logo—one which looks the same everywhere it exists—or a dynamic logo—one which changes depending on its context. Notice how the example interchanges elements depending on the application.