Are you an entrepreneur or manager looking to create a unique brand identity? Are you a creative or artist who designs logos for clients? Or maybe you're just curious about what a logo really is and why it's essential. In this article, Deep Marketing's designers will answer all your questions about logos and explain why they are so important for businesses and individuals.

What is a logo?

A logo is a graphic sign, emblem, or symbol used by a company or organization to aid and promote public identification and recognition. It is often a combination of text and images designed to represent the brand and its values. Logos are used to differentiate companies and to communicate important brand messages and values.

They serve as a visual neurological and cognitive shortcut for the brand and are a key element of the overall brand identity. A logo by itself is simply a visual element with a name, but when combined with other brand pieces, it becomes an important tool for communicating a company's mission, values, and purpose.

Not surprisingly, we speak of "brand assets" to identify the set of logos, visuals, fonts, sound elements, contextual, environmental, positioning, ambassadors, characters, and iconic references. All together they contribute to brand recall, functioning as clues.

How important is the logo?

Different types of logos

Logos come in many different shapes and styles and can be classified into seven main types:

  1. Wordmark: combination of words and symbols.
  2. Lettermark: logos composed of initials or abbreviations.
  3. Marks: symbols or icons.
  4. Combination marks: logos constructed from both words and symbols.
  5. Emblems: have a distinctive sign or design similar to a seal.
  6. Abstract logos: have a design that is not representative of the object they refer to.
  7. Mascots: logos that use a character instead of the normal brand representation.

Each type of logo has a different purpose and can be used to create a unique identity for any business or organization.

Below are six examples of WordMark and six examples of LetterMark:

Uniqueness and rules of composition

Logos are by definition designed to be distinct and recognizable and to convey a company's values, mission and vision. They can be used in a variety of formats, typically on Web sites, business cards, letterheads, product packaging and social media profiles. They are leveraged to create awareness and quick recognition of the entity to which they refer.

To make your logo unique, you should keep it simple with a distinct choice of font and shape; avoid too many special effects; think outside the box; and have a minimal, repeated font and color combination that is distinct from competitors. Of course, this implies a lengthy market analysis and near-perfect knowledge of competitors in the industry in which you operate, since we are spontaneously inclined to imitate others.

Remember. Copying existing logos or designs has another big problem: It can lead to legal problems!

Uniqueness goes hand in hand with "sacred" rules of logo composition. Interestingly, the more you abide by the sacred dictates of graphic design, the more room you will have for differentiation from competitors:

  1. Use a maximum of 2-3 colors and 1-2 fonts: Using too many colors or fonts can make the logo difficult to recognize and remember. Limit yourself in number so you can concentrate on design, shape and composition.
  2. Choose standard fonts whenever possible: Statistics show that most of the best memorizable logos use standard fonts such as Arial, Times New Roman and Helvetica. These fonts are universally recognized and easy to read, making the logo easier to recognize and remember. When we created Deep Marketing Agency, we opted for "Montserrat" in its logo, one of the most popular fonts but one with personality.
  3. Focus on elementary shapes: Although logos can get to be complex, it is important to keep the main elements simple. These graphic signs are easy to memorize and bring to memory. And their composition is more believable.
  4. Avoid highlights, gradients and shadows: Too much detail can make a logo look cluttered and difficult to read. Keep these elements to a minimum to ensure that the logo is easily recognizable at a glance.
  5. Design for all types of media: Your logo should be recognizable wherever it is displayed, from business cards to websites to billboards and more. Designing for multiple media types ensures that your logo is visible regardless of the medium.
  6. Black and white test: always do it before you start. It will make it easy for you to create.

Choosing the right colors for your logo

As we have seen, logos are often designed with specific colors to help create an emotional connection with the audience and ensure that the logo stands out from the competition. Choosing the right colors for your logo is therefore an important part of creating a successful brand identity.

When selecting colors for a logo, it is important to consider the message you want to convey. Different colors evoke different feelings and emotions in people, so it is essential to ensure that the hues used match the brand values and target audience. Colors can also be used to create associations with a particular industry or product type, so it is important to research the connotations of each color before making a selection.

The association between colors and emotions is culturally determined, so what applies in Europe may not work in Japan!

In addition to considering the emotion that different colors can elicit, it is also important to imagine how they will look when used together. Using too many different colors can be overwhelming, while using too few can make the logo look dull if they don't work or are mismatched. When selecting colors for your logo, it is helpful to use a color wheel to find complementary shades that work well together. A successful logo will have at most two or three colors, plus one or two accent colors that can be used for highlights or foreground details.

Remember the difference between basic and accent colors!

By considering the emotions and associations associated with different colors, researching the different options available and choosing a combination of complementary shades, you can ensure that your logo makes an impact and effectively communicates your company's identity and values.

There are an infinite number of color wheels online, but it all starts with what we learned in elementary school.

The impact of typography on your logo design

Typography plays an important role in the logo design process, as the font and style used can have a direct impact on the perception of the logo, as seen above in the sacred rules of composition.

The right typeface can help convey the company's message and enhance its brand identity. A strong, well-designed logo should be visually appealing and instantly recognizable, and typography is an essential part of this process. It is important to select fonts that are in line with the company's values and personality and that can help differentiate it from the competition, while maintaining the choice among the most popular fonts, as mentioned above.

The typeface chosen should be legible and easy to read; this will ensure that it is memorable and recognizable. In addition, typography should be used to emphasize certain elements of the logo design, such as the company name or motto, if any. By choosing the right typography for a logo design, companies can ensure that their emblem stands out from the crowd and has a lasting impact on customers.

The fonts are endless, but in the end you have to unearth the one that is both distinctive and recognizable enough.

The benefits of simplicity in logos

The logo remains the cornerstone of brand identity. There is a reason why the most famous logos are usually elementary designs that can be easily recognized and recalled from memory.

The simplest logos are not only easy on our memory, but are also more versatile. Often something we forget. A simple design allows the logo to be used in multiple media, from print to digital, while maintaining its basic concept and without noticeable distortion.

In addition, clean logos often look more professional and can be adapted to various palettes of possibilities and sizes without losing their effectiveness.

Make sure your logo is scalable across all platforms

Your logo is an important part of your organization's overall brand and should be recognizable across various platforms and mediums. To do this, you will need to ensure that your logo is scalable and can be used for different sizes and contexts without losing effectiveness and overall rendering quality.

You should also consider testing your logo in different sizes and on different platforms to make sure it looks good and is recognizable. This is well before you industrialize it and spread it on your channels.

You cannot imagine how often a "homemade" logo looks good on paper but looks amateurish on the Web or on a large billboard.

Coca Cola Billboard Logo
An extraordinary logo works almost everywhere

How to check if your logo is working effectively

Let's look at a "checklist" to take advantage of before launching your logo. It is not really necessary that it meets every-single-point, but the closer to 100% the better:

The newly designed logo:

  1. Does it tell the story of your brand? Does it emphasize its qualities?
  2. Is it simple in the main forms?
  3. Does it speak to your audience?
  4. Is it versatile and can it be used on different platforms? Does it work well on different formats (web, print, social, etc.)?
  5. Do you use an appropriate typeface?
  6. Does it evoke an emotional response from viewers at first sight?
  7. Is it easily recognizable?
  8. Are the colors few and well reasoned?
  9. Will it stand the test of time?

Using an experienced designer to create a professional logo

Logo design is therefore an important part of the brand identity and marketing process as it is the first impression potential customers and clients may have of a company or organization. Askilled logo designer oragency can create a unique and memorable symbol that will make a lasting impression on customers and help distinguish a company from its competitors.

A logo designer will use design principles, quality software, marketing concepts, and a thorough understanding of branding, people psychology, and the marketplace to produce a representative symbol for a company. Working with an experienced team of logo designers can ensure that the final product is one that the company is proud of and loved by its customers.

A professional designer or agency is always the best choice

Protect your logo

It is important to protect your logo through European-wide trademark protection and copyright law to ensure that no one else can use your logo without your permission. Trademarks protect names, symbols and logos used in commerce to identify a company's products or services.

Copyright law protects the artistic expression of ideas, including logos. Registration for trademark protection allows a company to prevent the usufruct of its brand and assets in order to avoid squandering its brand capital. Copyright registration gives the owner the exclusive right to reproduce, distribute, display or publicly perform their work. This clearly includes logos.

Protecting the logo has a cost: fees and the price of the law firm. To which you must add - of course - the work of designing the same.

The difference between logos and brand identity

Brand identity does not mean "logo." They are two distinct concepts.

The former is a much broader idea.... A brand identity consists of all the tangible elements that make up the appearance of your brand. It is a system that combines logos, colors, typography, images and messaging to create a consistent representation of your brand across all channels.

Among brand assets, brand identity encapsulates the concrete aspects. From creating memorable logos to choosing the right colors and fonts to tell your story, your brand identity determines all the ways your brand appears to your audience. It's more than just a logo; it's a whole system that ties together all the visual elements of your brand.

Your brand identity should be consistent across all platforms and channels to maintain a memorable appearance. It should also be dynamic and able to adapt as your company grows and evolves.

By creating an effective brand identity, you can ensure that your customers recognize and remember your business quickly and easily.

Needless to point out one major reality: while it is true that it pays to have a logo designed by a professional, definitely brand identity should only be conceived by competent and experienced agencies.

It is too delicate, sensitive, and goes with you for too long. It can't be risked.