Explain the Importance of Having a Logo

• Visual representation of the company, "The Face of the company."

• Anchors your brand

• Essential for overall marketing strategy

• The name and logo are the 1st things consumers see and remember

Components of Logos

• Word mark or logo type

• The name of your company

• Pictogram: a symbol or icon

• Icon, picture, text, color palette

• Tagline: a brief description of your company or product

Characteristics of Effective Logos

• Design should be eye-catching

• Simple, timeless, fresh & relevant

• Easy to memorize/understand

• Stay clear of design trends (camo, zebra)

• Red — Red stands for passion, excitement and anger. It can signify importance and command attention.

• Orange — Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.

• Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.

• Green — Green evokes stability, prosperity, growth and a connection to nature.

• Light Blue — A light shade of blue exudes tranquility, trust, openness. It can also signify innocence.

• Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.

• Purple — Purple can signify royalty, creativity and luxury.

• Pink — Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.

• Brown — Brown creates a rugged, earthy, old-fashioned look or mood.

• White — White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.

• Gray — Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.

• Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.

​Color analysis

Brand Mark Symbol

• Represents the company brand in a simple but bold manner. Most often represented through an abstract graphic/illustration design

Word Mark

• Is a uniquely styled font type that spells out the company or brand name. 

• Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company.

Letter Mark

• Are exclusively typographic

• The letter mark has a symbol (entirely text) representing the company through the use of its initials or the brands first letter.

Combination Mark

• Is the combination of a symbol and a word mark. 

• The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment.