Logo: What It Is and How to Create It

A logo is the visual representation of a brand, aiding in its recognition and differentiation from others.

Perhaps one of the most famous logos in the world

A high-quality logo is instantly recognizable and closely associated with your brand's core values and ideas. It is easy to remember.

Think about which logos are truly unforgettable. The first thing that comes to mind is legendary logos like Apple and Nike. They are simple and elegant, yet interesting enough to leave a lasting impression.

The logo directly affects the perception of your brand. Creating a logo that will stand the test of time is a challenging task. To make it truly successful, you need to have a good understanding of your market, target audience, and company values.

Next, we will take a closer look at what a logo is, why you need it, and what types there are.

Why You Need a Logo

A logo is not just a recognizable symbol of a company, but also a powerful marketing tool. It is created with the mission, ideals, and positioning of the brand in mind. The symbol is developed within the framework of the brand book and corporate style, which ensures its harmonious integration into the company's identity.

Here are the functions of a good logo:

• Stand out from the competition. The logo is the first thing a potential customer sees. It should be special and unique to catch the eye. In a crowded market where many products are similar in characteristics, a logo can sometimes be a key factor.
• Create an emotional connection. An effective logo evokes positive associations, builds trust and loyalty to the brand. It should reflect the company's values and resonate with the target audience.
• Increase brand awareness. A unique and memorable logo serves as the company's calling card. It is used in various communication channels, advertising materials, and branded products. It is constantly in sight. This strengthens the brand's presence in the minds of consumers. If an organization does not have a logo, then, most likely, people will think that it is a dubious fly-by-night brand.
• Brand protection. The trademark protects goods from counterfeiting and unfair competition. It, like the company's products, is its property. The use of someone else's logo on products is punishable by law.

Key Points in Logo Design

1. Try to Understand the Essence of the Company or Product

Logo development begins with a deep understanding of the client. It is necessary to understand their values, goals, audience, and distinctive features. Does the brand have a special mood? Try to feel it. This is what should underlie the entire design process.

2. Make the Logo Unique

The logo should clearly and concisely convey the company's unique selling proposition (USP), what sets it apart from the competition. The task of the logo is to visually demonstrate this distinguishing feature, making it obvious to potential customers. The logo is associated with the brand or product.

The new Yandex logo (below) didn't appeal to many users because there's no association with music

Write down the company's USP and place it under the logo. How do they look together? Do they complement each other? If the combination doesn't evoke any response, redesign the logo.

3. Think About How It Will Look

When developing a logo, it is necessary to consider where it will be used most often. Modern brands should have a dynamic and scalable logo that looks equally good on mobile apps, backpacks, and even pens.

Complex illustrations are not suitable for logos, as they are poorly readable when scaled down. On some small physical objects (pens, erasers, badges) an emblem with a bunch of details, shadows, or strokes looks bad.

The logo should be simple and concise so that it can be easily recognized in both reduced and enlarged scales. And a high-quality logo looks good not only in static form but also in animation.

Most brands simplify their logos. Source: lpgenerator.ru

What a Logo Is Made Of

Logos are not just pictures, but visual messages that are remembered and evoke certain associations. They are built from universal elements. Let's take a closer look at them below.

Colors

Color is the most powerful tool for a logo designer. It attracts attention, sets the mood, and conveys meaning. Studies show that most people form their first impression of a brand based on its color scheme.

A good logo uses no more than three or four colors, each of which carries its own message:

• Red and yellow are associated with warmth, energy, and dynamism.
• Cool colors like blue, gray, and black symbolize calmness, professionalism, and reliability.

Text

In the very beginning, logos were simply text inscriptions of company names. The font played a key role, as the choice of font depended on the recognizable image of the brand. The main task was to help people remember the company name faster.

Later, graphic images began to be added to the text options, which made the logos of brands more expressive and memorable. Despite the emergence of combined options, wordmarks are still popular.

Example of a text logo

Image

A logo can be a direct image of the brand name. For example, Thunderbird.

Thunderbird’s logo

But more often, the logo of a company is an abstract graphic element that is easily reproducible on paper. Here, the most famous example is Nike.

Subtitle

A subtitle is a brief phrase that accompanies a company's logo. It is usually not used separately from the logo. The subtitle, or slogan, is used to attract the audience's attention and explain the company's activities. This is especially important if the logo is abstract and its meaning is not immediately clear.

Volkswagen’s logo with a subtitle

Types of Logos

Emblem

These are logos where the text and image form a single symbol. They are often associated with the organization's rich history. The company's emblem creates a strong visual impression, but such a logo sometimes looks bad on small media (pens, pencils, etc.).

Image Logo

These are logos that use only one image. Such icons often become cult and are easily remembered, and also effectively convey the essence of the company without words. However, it is more difficult for an image logo to achieve brand recognition and convey its mission if there is no text explanation.

Apple’s logo

Text logo

These are logos created based on the brand name using a special font design. It is perfect for companies with short and catchy names. However, with such a logo, it is difficult to stand out against competitors, especially if the name is long. A similar type is the abbreviation logo. For example, one of the symbols of NASA falls into this category. If your brand is not as well-known, it may be necessary to use the full name at first.

Abstract logo

Abstract logos of companies (for example, the new Pepsi symbol, which is often used without text) create a unique brand image through geometric shapes and colors instead of realistic images. They immediately catch the eye and stand out from competitors, while simple shapes and shades often convey even complex brand ideas. However, because of their abstract nature, their meaning is not always immediately clear, especially for new companies.

Mascot

Mascot logos are memorable characters that personify the brand. They are perfect for companies aiming to create a lighthearted and family-friendly image. Such logos appeal to the audience and enable brands to tell stories and engage with customers on an emotional level.

However, there are also drawbacks. Mascots may not be associated with serious brands. Additionally, their detailed design can be difficult to reproduce on small promotional items.

Creating a Logo

Below, we will discuss how to create a logo using specialized programs or neural networks.

Hatchful

Hatchful from Shopify is a great tool for creating a logo for free. Just answer a few questions: what do you do, what style do you like, and where will you use the logo (on paper, online, etc.), and the program will generate options based on your answers. Choose the option you like and adjust it. Great for small business owners.

Squarespace Logo Creator

This service will help you quickly create a logo in a minimalist and modern style. Just enter the name of your business, and you will be offered to choose a beautiful font and a suitable icon from thousands of available options. All logos are in vector format. The interface is simple – it's very easy to figure out how to create a logo.

Looka

The workflow here is similar to Squarespace Logo Creator. Enter the name of your brand and industry, choose your preferred colors and examples of logos that suit you. Based on your answers, the program will show a selection of AI-generated emblems. Choose the one you like and customize it to your liking. You don't have to worry about how to come up with a logo – the AI will do almost everything for you.

LogoAi

A simple logo generator. The service creates options based on the information you provide: the name of the project and, if desired, a slogan. Logo development is free, but you will have to pay $29 to download the finished version. For those who frequently order icons, a discount system with promo codes is provided.

How to Check a Logo for Plagiarism

There are special services available to check the uniqueness of a logo's name or image.

The US Patent and Trademark Office offers a great database for you to check if you're in the US and want to make sure your logo is unique enough to trademark.

There are also international databases you can use — offered by the European Union Intellectual Property Office and the World Intellectual Property Organization. These databases all have tools to search for logos based on things like descriptions, design features, and who owns them already.

Conclusion

A logo is more than just a picture; it's a powerful visual tool. It shapes the first impression of your brand. A well-designed logo sets you apart from your competitors, is memorable to customers, and evokes the right associations. Ultimately, a logo becomes an integral part of the brand, a kind of beacon that attracts attention and contributes to business success.