“You can learn a lot when it comes to the world of branding, especially with logos. Seeing a great logo can be the difference as to whether you do business with a specific company, purchase a product, or remember a brand in the future.”
What makes logos so interesting is that there is essentially an endless amount of variations that can be made to any logo as it undergoes its creation. In this article, we’re going to answer some common questions as well as break down a few different types of logos and what might be best for your business as it begins to grow. This article is bound to be a fun one so grab some coffee to enjoy as we get started.
Let’s dive into the first big question…
Do You Need a Logo?
Maybe you’re wondering if you even need a logo for your business. Maybe you’re thinking that you could just rock a font and the operating name of your company. While that can be appropriate in some cases and can even be considered a logo to simply use a font and the name of the business it’s not always appropriate and you don’t want to sell yourself short.
For larger businesses, a logo is essentially a no-brainer, but small businesses can often be caught without a good brand plan and sometimes without a logo at all. This article from the entrepreneur breaks down some great reasons for why small businesses need strong logos. One of the biggest reasons that the article brings up and that I agree with is that logos can be your first impression and a solid logo can be the difference when it comes to making a sale or creating positive awareness for your company.
A short answer to the question “do you need a logo?” is YES. Every brand or business, large or small needs something to represent it and that something should be a great logo that portrays what the company is all about. This brings us perfectly to our next topic.
What Makes a Good Logo?
With anything in marketing and branding, there are a few different things that make for a not just good but great and successful logo. As stated in this article by smashing magazine “Great logos essentially boil down to two things: great concept and great execution”.
To quote our very Matt Anderson, “Great logos have to be a dynamic piece of your business that feels new, has life, and acts as an avatar or living part of your brand.” Be on the lookout for an article coming from him that will be all about the living identity of your brand.
To sum it up, the two big things that make for great logo creation are:
- A great concept and execution of the concept.
- A dynamic piece of your business that brings it to life.
A few other things to note as important is that a logo should be very memorable. If it’s something that brings your brand to life, then it’s going to be memorable. Uniqueness is also incredibly important as well as structural integrity. The logo needs to be able to stand on its own and be recognizable. Think of the Nike swoosh. There’s nothing to it but its unmistakable on sight. The logo needs to stand alone, be unique, and be memorable.
Some of you might be like me thinking that this is some of the most interesting stuff and others might be a little uninterested in these ideas and concepts. If you’re looking to learn more or just read up to study what has made some great logos successful this article by The Startup is crazy interesting so check it out.
Types of Logos
So far, we’ve established that you need a logo, that it’s got to be great not just good, and now we’re going to investigate a few different types of logos and how to know what type might be best for your business.
According to Telepathy, there are three different types of logo designs. Symbolic, Logotypes, and Combination Mark.
Symbolic Logos are essentially a brand symbol without any type. My favorite brand and example of this would be the bitten apple that represents Apple Inc. Below are a few examples of symbolic logos.
Symbolic Logos are logos that can be distinguished and identified without any explanation of what the company is. Most people in the established digital world would be able to identify these from left to right as Apple, Twitter, and Chrome.
Logotypes or Wordmarks are logos that consist solely of type while the type in the logo is often the company name. The things that make these logos different from each other are colors and more importantly fonts. Brands that use the Logotype style can be big or small and aren’t limited to any one niche of business. Below are some examples.
The thing to know about Logotype style is that these fonts stand alone and represent what the company is all about. From left to right we have Sony which makes rugged standalone products that can be trusted. FedEx uses the arrow between the E and x as an example of what their company is all about. Coca-Cola is elegant, delicious, and smooth. All three of these logos are using different fonts to display different messages but all three of them stand alone, are unique, and are memorable.
Like the name implies, a combination mark is the combination of the two styles previously reviewed. With this style type and symbol are used together to create something unique, memorable, and possibly more explanatory than symbolic or combination would be on its own. Here are a few examples of brands that use a combination mark.
This style is my favorite because I feel like it lends itself to creating a lot more freely. While none of these styles are specific to a certain area of business you will find that the combination style lends itself well to the food industry. One thing to point out about the Burger King logo is that the word Burger King makes the burger in the logo.
At this point, you might be thinking what logotype is best for my business and to that question I would say that there isn’t one. Every business is unique, and, in that way, every logo will be unique. The important thing is that your logo would stand alone, be unique, and be memorable. How you do that is up to you. Hopefully, these examples help jump-start your brain into our next section…
The Design Process
I don’t want to dive too far into what the design process is because I believe it deserves a whole article of its own. If you are trying to design your own logo then I think that it is extremely important to have a strategy when getting into this part of your business. If you’re unsure of what a good strategy might look like check out my article from back in January that’s all about strategy.
The Entrepreneur has a great article all about logo design that lays out some steps to create the next great logo.
The Creative Market also has a great article with 50 tips for designing a great logo.
Our senior designer and co-founder Matt Anderson wrote a series of articles that go through 5 phases of the designer’s process. His five phases are discovery, planning, concepting, Development, Delivery. Be sure to check out these 5 articles for some super helpful tips and nicely broken down design guide.
Integrating Your Logo into Your Business
When your logo is finished and you feel like you’ve successfully created something that can stand alone, is unique, and is memorable. You’ll need to start thinking of where you will incorporate it into your business. This article from small biz trends gives 10 places to place your logo. While for some this might be self-explanatory but it’s a great review.
I’ve found that when looking for where to place your logo there really isn’t a way that (to some extent) that you can place it in too many places. When you place your logo on something, you’re branding it.
Staples put an article out that goes through some great promotional places to put your logo.
Your logo is as essential to your branding as any other piece and some would even say that it’s more important. BBC News has a great little article on the importance of logos here.
I’m hoping that these steps that I’ve broken down throughout this article will help you in your journey to creating a great logo for your business.
If you find yourself stuck, in need of inspiration, or are looking to hand this project off to someone else give us call and we’d love if you gave us a call or reached out to us here at 8-bit Rex. We are always excited to meet new business owners and developers and love building relationships with people.
Cole Anderson is a student at North Central University where he studies music. As a music major, he is obviously very interested and talented in playing guitar and other forms of music. When he’s not studying, writing, or playing guitar, you can typically find him hanging out with his girlfriend Jessica or being a good person and helping someone in need (cause he’s just like that).
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