So you’re thinking about having a logo made? But you want more information on where to begin? I don’t blame you, deciding on a brand identity mark is a big undertaking. Your logo design will be the first contact with your business for many potential customers.

Going into the design process with a basic understanding of what a logo is and how they’re designed is a distinct advantage. So I’m here to help you!

Starting your logo design project

Read on to get a good understanding of the power and purpose of a logo design. By the end of this article, you should know how a well-designed brand identity will supercharge your business.

I won’t keep you waiting any longer, let’s jump into some helpful information 👇


First of all, I want to make sure we’re both on the same page. So, let’s set down a definition for a logo. A logo is a design that identifies your brand, business, or service. It is unique to you and sets you apart from others.

Logos can take many forms, from emblems to wordmarks. Each one has its use and knowing the strengths of each helps you choose the correct type of logo for you. Check below for an overview of seven types of logos commonly used.



Wordmarks put your business’ name front and center. The name of your product or service becomes a stylized font-based identity. These are great if your company has a short, distinct title. In this case, strong typography can create a deep and lasting impression on your customers.


Like Wordmarks, Lettermarks are font-based logos. Only this time using either initials or acronyms rather than full words. This type works best if your brand has a long title or is a combination of names. Think of the American television network ABC (American Broadcasting Company), the music company BMG (Bertelsmann Music Group), or the iconic V&A lettermark for the Victoria & Albert Museum.


Unlike the text-focused logo mark type we talked about earlier, pictorial marks rely on an iconic image. The image should be an object, animal, or person which can be stylized but still should be recognizable. Use this type of mark of your product, offer, or business is either named after an object or living person or has an association to a real-world object. Think the paper airplane in messaging app Telegram’s icon, Penguin Books’ mark, or of course, Apple’s universally recognized logo.


Many companies and individuals, including me, find this type of brand mark works well for their business. Combining an image (icon, symbol, or shape) with text offers versatility and recognizability. Anyone seeing your logo in this format will begin associating your brand’s name with the image. Eventually, each can be used separately without losing anything.

Harley Davidson's enduring emblem logo is a timeless symbol of independence
Photo by Erica Lewis on Unsplash


Emblems combine words and imagery into a complete package. These work well when you have a more traditional or essential product. Emblems usually pop up as marks for schools, classic brands like Harley Davidson, or even the bedrock beverage brand Starbucks.


This can be one of the most creative of all types. Being abstract, this variety of identification marks doesn’t have to be bound by reality as pictorial ones do. It can be a graphical representation of your business ideas, ethics, or the emotions you want viewers to feel when they think of your product. Some good examples of this type of mark are the logos for Pepsi cola, Nike sportswear, and Mitsubishi automobiles. Your imagination is the limit if you choose this type of brand mark.


Finally, mascot logos feature illustrated characters. Characters can range from the founder of your company, a cartoon animal, or a talking car. These fun, personable characters become the face of your company. Some notable examples of mascots can be found in sports teams, Kentucky Fried Chicken’s Colonel, and Mr. Clean.

The logo design process
Photo by Roman Pohorecki from Pexels


Now that you can narrow down what type of logos you can use, it’s time to think about what style you want. Ask yourself, what do you want people the think about when they see your logo. Begin by defining what sort of company or product yours is, either alone or with a brand identity expert. Once that’s agreed on, there are two ways to express this feeling in your brand mark. Though font and graphic styles.


Fonts are the style of the text in your word- or lettermarks. Like you saw in the last section, this text can be paired with an image or not. Whether it’s shown near a graphic or not, font usage says a lot about your business. 

Is your organization upscale, elegant, and classical? Then a serif font may be right for you. Or is your service slick, modern, and agile? A sans serif might work well for your mark. What do those names mean? Find out below!



  • Sans Serif – fonts in this style don’t have an accent on letters and are generally seen as more modern, universal, and pure. Think of the font made famous by the NY Subway system and Apple, Helvetica, and you’ve got it.

  • Serif – these more traditional fonts have a small line or stroke attached to the tips of letters. Picture the look of letters pounded out on an analog typewriter, and you’re on the right track. Some say this font style is easier on the eyes and more readable, yet others disagree. One thing is for sure though, people see serif fonts as traditional, refined and practical.

ING's traditional serif font looks dignified
ING's traditional serif font looks dignified
Logitech uses a san serif font for their logo design
logitech's san serif font is modern & approachable

Of course, those aren’t the only font styles out there, but it’s enough to get you started on choosing the right general look for your logo’s text.

Choosing the right graphic for your logo
Photo by Brayden George on Unsplash


They say an image is worth a thousand words. So, the graphic in your logo also communicates volumes about you.


Of course, we can’t cover the nearly infinite variations of image styles here. But like I’ve been alluding to in my previous examples, the most crucial thing to think of is how you want the viewer to think or feel when they see your logo.


For example, an icon using irregular, varied, pencil-like lines can make your symbol look creative and personable. Yet, that same image rendered with crisp vector lines could look modern, futuristic even, and unambiguous. See some examples of what I mean in the pear illustration examples below.

Color can also inform your audience about your business’s personality. Using a warm color scheme full of reds can make your business strike a passionate and energetic tone. While yellows appear optimistic. Using cool blues inspires calm and can feel technological, and purples can come off as regal. 


One thing to keep in mind is that culture influences color psychology. So, make sure the color you’re using will arouse the feeling you want to in the society you’re looking to do business in.

Slam dunk your logo design project
Photo by Georgie Cobbs on Unsplash


I hope you enjoyed the read; you should be armed with all the information you need to start designing your logo. Now, go out there and create a compelling mark for the world to see! I’m wishing you the best of luck with your business.


If you need professional aid to bring your brand identity mark to life, contact me using the contact form below. I’m always happy to help people just like you supercharge their design. Looking forward to hearing from you.


I’m looking forward to chatting with you about your upcoming project. I’m also open to hear from potential creative and strategic partners. Send me a message using the form below shoot a DM through my socials 👇

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