A logo isn’t a doodle, it’s a declaration.
Why it matters
- It’s often your customer’s first impression, so make it count.
- A logo represents your identity and purpose, visually and emotionally.
- It anchors all your branding and becomes a memory hook.
Key traits of a strong logo
- Simple – think Nike swoosh. Memorable and scalable.
- Meaningful – shapes, icons or fonts should reflect your brand values.
- Versatile – should work on a large or small scale, in black and white or full colour.
- Timeless – Stay away from fleeting trends and aim for longevity.
Building blocks
- Wordmark – text only. Best for brands with distinctive names.
- Lettermark – monogram. Useful for long or complicated names.
- Iconic/Symbolic – visual metaphors that speak volumes.
- Combination mark – text & symbol. Offers flexibility to use either alone or together.
It evolves, carefully
- Small tweaks (e.g. font smoothing, minor colour adjustments), very fine adaptions.
- Major redesigns? Treat it like a rebrand, not a refresh. Ensure brand equity is protected.
In short: a logo is far more than a thought, it’s the compact visual heart of your brand.