Did you know that the average consumer takes just 7 seconds to form a judgment about your brand? It’s a small window of time for you to make a lasting impression and stand out from the competition. However, there’s a powerful tool that can help condense everything you offer as a company and make a connection with your audience: logo design.

A logo is not simply a decorative element for your brand assets or packaging. It serves as a visual communication tool that allows you to convey your message and values to your audience. Composed of text, color, shape, and illustrations, a logo is a self-explanatory image that people can easily associate with your brand and ideas.

Throughout history, graphic marks have been used by humans to represent products, work, and even bloodlines. From ancient hieroglyphics to royal family crests, logos have always played a significant role in conveying identity and meaning.

In this article, we’ll explore everything you need to know about logos. Let’s delve into the purpose of a logo, the different types of logos, important factors to consider when choosing a logo, examples from leading brands, and how to obtain a logo that perfectly represents your brand.

What is the Purpose of a Logo?

A logo is more than just a face for your business. It’s a tool that can positively influence consumer decisions. Research shows that consumers value the visual identity of a company, with 74% citing it as a deciding factor when making a purchase. Your logo is the first thing they see, and it invites them to learn more about your goods and services.

Moreover, an established brand image allows you to cultivate brand loyalty, which has a significant impact on both existing and potential customers. Brand consistency can boost your revenue by 33%, giving you a competitive advantage in the market.

Four Common Types of Logos

Logo design comes in various forms, each with its own unique advantages. By familiarizing yourself with the different types of logos, you can explore a range of options and find the one that best suits your business.

1. Wordmark Logo

The wordmark logo depicts the entirety of your business name. It allows your audience to become more familiar with your full name, making it an excellent option for new companies. Big brands like Coca-Cola and Google utilize this design to great effect.

2. Lettermark Logo

Also known as monogram logos or initial logos, the lettermark logo consists of a brand’s abridged name. This design is suitable for businesses with long names or those seeking a visually concise identity. Brands like AdAge, Dunkin’, and Weight Watchers have successfully transitioned to this type of design.

3. Combination Mark Logo

The combination mark logo combines elements of both wordmark and lettermark designs. Balmain Paris and Adobe are examples of brands with recognizable combination mark logos. This design allows you to introduce your brand more directly, presenting two variations of your identity simultaneously.

4. Brand Mark

A brand mark logo relies solely on drawings or symbols as the brand’s identifier. Unlike the previous designs, it does not include any text. Companies like Starbucks and Apple have embraced this style, creating a lasting impact with their visually distinctive logos.

What to Consider When Choosing a Logo

In addition to selecting the type of logo that best represents your brand, there are other crucial factors to consider during the logo creation process. Whether you’re using a logo creation tool or working with a branding firm, you need to think about the following aspects:

1. Scalability

An effective logo should be functional and adaptable to various dimensions or sizes. It must maintain its legibility and clarity, whether it’s displayed on a business card or a large advertisement. Ensuring your logo scales well in different contexts allows for seamless application across various materials.

2. Brand Goals

Clarifying your brand goals is essential in choosing a logo that accurately represents your brand identity. Do you want to be recognized as edgy or sleek? Studying your market and understanding how you can uniquely and memorably present your company will help guide you in selecting the perfect logo.

3. Competitors

While imitation may be flattering in some cases, it’s not ideal when it comes to logo design. Creating a logo that closely resembles other brands in the market can confuse customers and weaken your brand identity. Avoiding similarities with other logos also protects you from potential trademark infringement issues.

How to Get a Logo

Nowadays, there are various options available for sourcing a brand identity. Here are three popular methods, each with its own advantages and price points:

1. Work with a Design Consulting Firm

Collaborating with a design consulting firm may be a more costly option, but it ensures that experts guide you through every step of the process. These firms often offer other branding solutions, such as social media marketing and advertising, providing a comprehensive service that elevates your brand identity.

2. Crowdsourcing

Crowdsourcing platforms provide a mid-range option for obtaining a logo design. You can run logo design contests on these platforms and receive design proposals from freelance designers. From the pool of submissions, you can choose the design that resonates most with your brand identity and use it as your official logo.

3. Take the DIY Route

If you have a limited budget for professional assistance, logo makers or generators offer a do-it-yourself option. These online tools provide design libraries and customization features, enabling you to create a logo according to your preferences. Check out BrandCrowd for more information on online logo makers.

In Conclusion

Logos are powerful tools that allow businesses to strategically present their brand identities. Despite their small size, logos have a significant impact on how you are perceived. When done right, they can work wonders for your brand, fostering business growth and building customer loyalty.

About the Author:
Stella Mares M Sarmiento is a content writer for DesignCrowd and BrandCrowd. She specializes in writing about branding, tech, ecommerce, design, and everything in between.