A logo (abbreviation of logotype, from Greek: λόγος logos "word" and τύπος typos "imprint") is a graphic mark, emblem, or symbol used to aid and promote public recognition. It may be of an abstract or figurative design or include the text of thename it represents as in a logotype or wordmark.
Everything you need to know about logos
From initial planning to brand rollout, it’s all here.
You’re an expert at what you do, not an expert in design, so developing a logo and constituting a brand can seem like a daunting task for any startup or small business owner. In this, our studio’s online guide to developing great logos, we’ve broken everything you need to know into various phases in the design process itself. From deciding if you even need a logo, to rolling out your shiny new brand, you’ll find it here.
1: Startup: Before we design anything.
Have you a name for your company? Do you need a logo at all? These are things to think about before a designer tackles your branding project. We also take a look at what makes a good logo, the realities of designing one yourself and how to pick a designer to work with.
2: Getting ready.
Before you start on the design road to your new logo and brand, you’re should do a little homework first. A checklist of things you’ll need to think about before writing that ever important creative brief. We also give you some tips on keeping your design project on target.
3: Logo anatomy.
You’re probably going to be asked by your designer “what type of logo do you want?” There are many iterations and permutations but most logos will fall into four distinct styles. Explore the pros and cons, weaknesses and strengths of each.
4: Tips and pointers.
Throughout the entire design process, there will be little tips, tricks and insider knowledge that can help you get the most out of the design process, applying your new logo to marketing collateral and rolling out your brand. We’ve assembled more than a few in this section.
5: Technical talk.
As a startup or established business owner, it is your job to know what you do, not what the designer creating your logo does. On the other hand, if you’re going to try your hand at do-it-yourself marketing and branding, there are some basic technical concepts you should know. Here’s what they are.
6: Logo ownership.
A logo isn’t just a pretty picture but a valuable bit of intellectual property that belongs to your company. We tackle some of the misconceptions of copyright and trademark as it applies to your brand assets.
7: Aftermath.
Your designer has pushed the last pixel while designing your logo, your design files and various brand assets have finally arrived. Now what?
A logo design has to reflect what the company does
If a flag cannot tell you a lot about the country it represents, why should a logo tell you anything about a company? It shouldn’t.
A logo is not a storytelling device — it’s a form of identification. Countries have flags, royal families have their crests and companies have their logos. They all serve a single purpose — to identify and differentiate their owners from everyone else in the crowd. Nothing more, nothing less.
A logo must include a symbol
Not really. Some of the most famous logos have no symbols at all, just well-crafted type.
If your logo is great, it’s okay to only show the symbol
Recognition comes from repetition.
Recognition comes from repetition.
Recognition comes from repetition.
Repetition is a learning tool — so powerful that you will be able to recognize a grain of sand in the Sahara desert, provided you look at it every day, for years on end. But to make that work for logos, that means millions and millions of dollars invested in advertising and promotion.
A logo has to be “timeless”
I’ve heard this one so many times that I’ve started to wonder whether someone invented a time machine.
You cannot create a timeless logo intentionally — you can only make sure it’s not entirely based on fads, such as swooshes or glossy treatments, so it lasts longer than usual.
A logo has to be likable
“I like it, but my wife just hates this shade of brown.”
Sounds familiar?
The purpose of a logo is not to provide eye candy, but to provide a unique signature that will become associated with the qualities of the company. Whether people like or dislike the logo design has nothing to do with what they think about companies and organizations those logos stand for.
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