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Your corporate logo will distinguish You from the competition, it will be the Face of your Company, the unchangeable first impression.
"The face of your company"
The purpose of your Corporate Logo is to be the "face" of your company: They are graphical displays of your company's unique identity, and through colours and fonts and images they provide essential information about your company that allows customers to identify with the company's core brand. Logos are also a shorthand way of referring to the company in advertising and marketing materials; they also provide an anchor point for the various fonts, colors and design choices in all other business marketing materials.
Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry. For example, cutting-edge firms and tech companies tend to have angular logos to convey speed, while service-oriented firms have rounded logos to provide a sense of service and trust.
Logos are the chief visual component of a company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo should cohere well with other aspects of a company's visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.
5 basic types of logos
1. Symbol or Icon
In most cases, the image is abstract and stylized to give visual interest. Most companies that use this type of logo will have a very simple main logo, but may choose to create additional alternative versions that appear a little more flashy. People can easily remember a simple form much easier than a complex one. It’s best to use a simple symbol or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Shell, Target, Windows.
These are uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include Facebook, Google, Sony and Disney.
Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its initials or the brands first letter. Many companies choose to use this type of logo because their name is too long, the name is hard to pronounce and their initials can better graphically illustrate the company. Some companies and organizations that use lettermarks include International Business Machines (IBM), Cable News Network (CNN) and Hewlett-Packard (HP).
4. Combination mark
These logos combine a wordmark and a symbol. This gives them flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate as it does with them together. Good examples for Combination Mark logo are Pizza Hut, Adidas and Hawaiian Airlines.
5. Emblem (text inside symbol)
An emblem logo encases the company name within the design. Some examples include Starbucks, the NFL and Harley-Davidson Motorcycles.
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