Logo Design

A logo is a visual representation, often combining an image and text, that serves to identify a company or organization. Logos can take different forms — they may be a stylized version of the company or product name (FedEx, Coca-Cola), or a separate icon combined with the business name (Nike’s swoosh, Starbucks’ mermaid). In some cases, the icon can stand alone without the accompanying name (Apple’s apple).

The Design of Your Logo is Critical

The most effective logos are simple in design, though that simplicity is deceptive — major companies invest millions into logo development because a well-crafted logo packs a powerful punch. Simplicity is key because logos need to maintain legibility and impact at both small (pen, business card) and large (stadium wall) scales. Overly complex visual elements can compromise a logo’s clarity at smaller sizes.

Simplicity also lends logos versatility, an important quality given the wide range of applications they must serve — logos should work equally well in vertical or horizontal formats. Additionally, logos are typically first designed in black and white to ensure functionality regardless of color. Colors can then be selected to enhance the visual identity, but the logo’s core design should not depend on any specific color scheme.

A logo and its associated colors form the foundation of a business’s visual branding, guiding the design of business cards, letterhead, websites, and other branded materials. As such, a thoughtfully crafted logo is an essential investment for any company or organization.