Logos and Branding

Published: 12/29/2014

In addition to web design, the designers at Business Promotion create logos for our clients from time to time. I am always surprised at how many practices do not have a logo for their business. Fortunately for them, we are happy to assist. When working with a client, it often helps to educate them about some of the basics in regards to logos.

Anatomy of a logo: Typically (there are always exceptions) a logo is comprised of two parts: the logotype (font) and the icon. Together, these form a logo. If the two parts do not physically touch each other, it is possible to show just the icon or just the logotype depending upon its use. This is only recommended once your brand recognition is to a point where showing the two apart is deemed safe; otherwise, it is usually best to always show the two together. If both elements physically touch, they create a new shape and therefore to separate the two would disrupt the established brand identity.

Colors: Most logos are developed in black and white. Color, while important, is developed after the basic logo concept has been established. The reason for this is simplicity. Your logo must be recognizable when it is at its least, meaning when it is faxed, scanned, or otherwise put into a project with higher limitations. If your logo looks good in black and white, it will look good in color. If your logo is developed in color first, trying to retrofit your logo to work when you fax it could prove problematic.

Aesthetics: Like most design, logos are extremely subjective. The perfect logo for one business could be the completely wrong direction for another. That being said, here are some concepts to keep in mind when developing a logo for yourself:

  • First of all, the general feeling of your logo - do you want it to be formal, casual, or somewhere in the middle? Modern, classic, artistic, or clinical? Before you answer these questions, start by looking at fonts and find one that matches the aesthetic feel you desire. Most of the time I select my font first before moving on to the icon (there are exceptions). I find this helps me in designing to develop an icon that matches the feel that I like.

  • One other thing that can help your designer is to know a little more about you. Most logos have a story behind them. Some are taken at face value, but I tend to enjoy the ones that have a deeper meaning.

  • Finally, another thing that can help your designer to develop a logo that you will like without wasting a lot of time on unused logos would be to have you find several examples of logos where you like the style. The same logo can be reimagined many different ways (just look at the Burger King logo throughout the years), so help your designer help you and they will be able to emulate those styles so that your logo not only achieves your concept, but also matches your personal taste.

With these tips, you're sure to get a logo you love that represents your brand and your business.

Author: Marc Steffensen
Position: Creative Director
Marc Steffensen is the Creative Director at Business Promotion and has been with the company since 2009. He has been a professional graphic designer since 2005 and a graphic artist since the mid '90s. Marc's interests are eclectic within all things "nerd" culture, from music and movies to games and collectables. He is an amateur barbeque chef and likes to "fire up" his smoker, even in the middle of winter.

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