What a logo is.

To understand what a logo is, we must first understand what it is for.

A logo is for… identification.

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.

It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.

The logo identifies a business or product in its simplest form.


Logo design in today’s world is totally under rated. People do not understand how important a good logo is and how valuable it is to their business and this is why I am going to outline some very important facts telling you exactly why logo design should not cost cheap price and why your logo is not something you should take lightly.
1. A logo is the very first impression
people get of your company
Before a potential client even walks through your door, your logo is a representation of your company. It can make a company appear large, small (whether it really is or not) fun, serious, professional…
2. A logo needs longevity
Once a logo is designed it will represent your company for
many years.
3. A logo needs to be original
A logo should be designed specifically for your company. A cheap “generic logo” may not reflect your company’s values. A cheap logo may also use clip art which could end up being used by another company.
4. A logo should look professional
You wouldn’t take a potential new client to Mamak for lunch, in effect this is what is being done with a cheap logo. A logo should give your company a professional image, appropriate to its needs.
5. A logo should reflect the time and thought gone in to designing it
One of the problems here is that people don’t always realize the amount work that goes into a professionally designed logo example like the "Logo Design Process".
6. A logo is the starting point of your
whole corporate image
The colours typography and style of a logo will often dictate the corporate look of the rest of a company’s literature.

What Makes A Good Logo?

If you have never been involved in branding before it is a good idea to consider what actually makes a good logo? This infographic displays the spheres of influence behind what can make a quality logo design.

Balance: At the centre of all this is the composition balance of the design. A common mistake is making a logo which looks cool all alone on a white page, but just never sits correctly when in actual usage.

Simplicity: The first critical aspect of a quality logo is that it is simple. Look at all the globally successful brands and they are remarkable simple; Apple, Nike, Twitter, Facebook. There is nothing to gain and everything to lose by complicating a logo design.

Originality: The lack of originality affects a brand in every way. A logo sole purpose is to identify your company. If the logo can be confused with another business then it is not doing a good job.


Versatility: A good logo should work in a variety of situations it may find itself. Black and white, on-screen, printed one colour, embroided, sign-written, on a pen etc.

Contrast: Along with simplicity, contrast is important. If you have a light yellow logo it will stand out against a dark background but not a light one. 

Memorable: A good logo should be recongizable as yours. When someone sees your logo for a second time they should know that they have seen your business before.

Timeless: Leave trends to fashion. A good logo does not rely on a popular trend to look good. Look at Coke Cola, their logo is relatively unchanged since 1885. Simply brilliant.


There are a number of ideas floating around about what a logo really is. If we were to ask most people what a logo is, they would have a variety of different answers, but they would probably all be right in one way or another. The reality is, there are a number of different types of logo “marks” you could choose to utilize for yourself. In this article, we’ll briefly explain the 5 main types of logos and show some examples of each you’ll probably recognize.

Symbolic: The human mind can easily remember a simple form much easier than a complex one.

Logotype: A uniquely styled

font type that spells out the company or brand name.

Letter Marks: Letter marks

are exclusively typographic.

They use brands first letter.

Combi Marks: The combination

of a symbol and a letter mark.

Emblem: An emblem logo encases the company name

within the design


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