15 September 2019

What’s in a logo?

If you think of any brand, what is the first image that comes to mind?

The most common answer would be the brand’s logo, right? For example when we think of McDonalds, we think of the golden arches and vice versa.

A brand’s logo is often the first impression for any company or brand, and thus, it comes as no surprise that companies often put a lot of thought into developing a logo that can represent their brand well.

What is often thought of as a logo is actually made up of two items: the logomark and the logotype.

The logotype is what we often think of as the ‘logo’ itself, and it is made up of the company’s name that is stylized or customized is a unique way.  Some popular examples are Google’s logotype, or the Coca-cola brand.

A logomark, on the other hand, is a symbol that does not contain the name of the company, and instead gives a pictorial representation of the company. An example is the apple logo:

Both the logotype and the logomark are parts of a brand’s logo, but some brands choose to do with either just the logotype or the logomark.

So, now that you have a better understanding of what makes up a logo, what are some things to note about logos?

Firstly, it is important to note that a logo should give a good representation of your brand and what it represents. Some examples of good (and famous) logo design are shown below:


The arrow in the Amazon logo points from A to Z, and signifies that Amazon is a place where customers can find anything from A to Z. The arrow also forms a smiley face, thus portraying a friendly image for the brand.


If you look closely at the space between the letters ‘e’ and ‘x’, the negative space forms an arrow. This thus presents FedEx as a company that is always moving forward, and the simple colour scheme adds to the conciseness of the logo.


Secondly, your logo needs to be versatile. Good logo designers will be able to create a logo that can be used across various sizes and mediums – print, web, TV or banner ads for example. Sometimes, a logo that looks nice on a website might not necessarily work on print collaterals such as flyers or brochures, so a logo needs to be crafted that is flexible enough for use across a gamut of products.

Thirdly, be original. Sometimes, it can be tempting to copy logos that look nice, or brands that already have a following. But doing that can backfire and cause you to just look like your competition. Also, when you are not original, you lose the distinctiveness factor and the chance to build a unique and recognizable brand.

Lastly, but perhaps the most important guideline, is that your logo should be able to stand the test of time. Sure, brands may update their logos once in a while to remain up to date, but the overall look should still stick to the brand’s image and what the brand represents. As such, avoid blindly following trends when it comes to designing a logo for your brand.

So, what’s in a logo? A lot, apparently.  If you are starting out and building your brand, speak to us and let us help you create a logo that speaks volumes.



Have a project in mind? Speak to us today and tell us more! We will be glad to collaborate with you.