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What Your Logo Says About Your Brand

A logo combines several different elements to paint your brand's overall picture, with each piece displaying something about your brand identity. But before we delve into each component a logo should have...

What is a logo?

A logo is a catchall term for an emblem or other custom mark that serves as a visual representation of your company or organisation!





What is the Word "Logo" Short For?

The strictest graphic design purists will insist that "logo" is short for "logotype." A logotype is a word or a company name written in a stylized way. The trademarked ways Google, Disney, and Coca-Cola are written are all logotypes.

However, many people also use the word logo to refer to a logomark. A logomark is a graphic, symbol, or other identifying mark that doesn't contain any words. Target's red bullseye and the apple that represents Apple computers are both logomarks.


The Plot Thickens

Making matters even more confusing are combination marks. Combination marks contain both text and a graphic symbol (like the Sprint logo), and emblems, which are a specific type of combination mark that incorporates text into a visual element (like the NFL shield or the Starbucks crest).

Experts may separate these marks and designs into categories, but generally speaking, most people refer to them all as logos. There are certain design attributes that any artist will keep in mind when creating the ideal company logo.


What Does a Logo's Colour Mean?

Is it any surprise that, in any logo, colour is one of the most important elements? After all, color has been shown not only to affect people's mood, but also their buying choices when they shop.

Red - Excitement, Boldness, Hunger Orange - Friendliness, Cheerfulness Yellow - Optimism, Confidence Green - Peace, Nurturing, Freshness Blue - Calmness, Strength, Security Purple - Imagination, Creativity Black - Tradition, Sophistication, Authority

You can find all sorts of guides and infographics breaking down the thoughts and feelings that color can inspire. Here are some examples of the emotions and impressions that colors have been shown to convey:





What's Your Story?

If you decide to use a symbol to represent your business, the most important point (aside from making sure that it's distinct and recognizable) is making sure it tells your business's story and explains what you do. The Instagram symbol, a small, square–shaped camera, is an excellent example of a symbol that does just that.


And in all aspects of logo design, it's important to make sure your logo can be shared and reproduced on a wide variety of advertising materials including websites, letterhead, and yes, promotional products. Your logo is your brand, and having a brand symbol that translates well across multiple mediums is an important part of sharing what your company has to say!

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