A logo is a visual symbol representing a company and plays a crucial role in branding and public perception. Designing an effective logo involves a creative process, including research, conceptualization, and careful consideration of typography and color choices. Different types of logos include lettermarks, wordmarks, pictorial marks, abstract logos, mascots, combination marks, and emblems, each serving unique branding needs.

2. Logo
• a symbol or other small design adopted by an organization to
identify its products, uniform, vehicles, etc.
• Logos serve to represent a given organization or company
through a visual image that can be easily understood and
recognized. A logo generally involves symbols, stylized text or
both. Logos are often created by a graphic artist in
consultation with a company and marketing experts.

3. Why is a logo important
• A logo is an important part of your company's brand, and
makes a significant impact on a company's public perception.
In fact, a logo is one of the most important branding
investments a business can make. A logo can be described as
the face of a company.

4. What a logo should represent?
• A logo is a combination of text and visual imagery that serves
two purposes:
• It tells people the name of the company
• It creates a visual symbol that represents your business.

5. How to Design a Logo
• Get inspired
• Develop your own creative process.
• Design brief - interviewing the client and making sure you get all the information you
need.
• Research - learning more about the industry/niche, as well as the client's history and
competition.
• Reference - checking out design inspiration related to what the client needs, as well as
looking at the current design trends.
• Conceptualization - sketching and developing the logo around the given brief and the
research you've made.
• Reflection - letting the idea mature following a quick design break.
• Presentation - choosing a couple of design options to show the client, as well as getting
feedback and doing some edits until the design is complete.

6. • Learn from others.
• Research your audience
• Throw yourself into the brand
• Save all your sketches
• Use pen and paper
It doesn't really matter if your sketching skills are poor. As long as they deliver your ideas correctly, you’re on
the right track.

7. • Decide on your fonts carefully
Typography is certainly a key element to an effective logo. There are two main options for this:
create a customized typeface or use a pre-set one. If you create your own typeface, avoid
making it too trendy. Instead, keep it simple, readable, and classy.
• Use a maximum of two fonts
Naturally, there will be exceptions to this rule. But, as a common principle, using just two fonts is
smart if you want your design to be distinct, sharp, and clean.
• Tell a story
Every design has a story to tell, and logos are not an exception. If you see a logo as just an
artwork or a structure of lines and texts, you won't be able to express the meaning
behind it. Ideally, a powerful logo features two stories: one that is obvious and another
that is hidden.

8. Mistakes to Avoid

9. • Underestimate the importance of a proper color scheme
• Undervalue custom typography
• Be easy to predict
Your design won't stand out from the crowd if it looks the same as what's already out there. Aim
to design a logo that is somewhat unfamiliar yet still relatable. It should suggest something: a
story, a feeling, or an action.

10. Which logo colors mean what?
• Red
The universal sign of excitement, passion and anger. Is your brand loud, playful, youthful
or modern? Think red. More mature, classic or serious? Red may not be for you.
• Orange
An invigorating, playful color. Go orange to stand out from the crowd. It’s used less often
than red, but still packs an energetic punch.
• Yellow
Accessible, sunshiney friendliness. Yellow exudes cheer, and your brand will radiate an
affordable, youthful energy. Nobody puts yellow in a corner!
• Green
The ultimate in versatility, green isn’t linked with many brand personality traits, but it has
strong cultural associations. Are you in finance? Gardening? Consider going green.

11. • Blue
The classic king of colors, blue appears in over half of all logos. As it
symbolizes trustworthiness and maturity, true blue will make sure you’re
taken seriously.
• Purple
Where the rainbow gets luxurious. Paint with purple to appear
simultaneously cutting-edge and wise. There’s just a hint of femininity in
there too.
• Gray
Not quite dark, not quite light. Gray is the middleground of mature,
classic and serious. Go darker to add mystery. Go lighter to be more
accessible.

12. • Pink
Nothing says “girly” quite like pink. But it’s more versatile than that. From
pastel rose to neon magenta, pick pink for a modern, youthful, luxurious look.
• Brown
What can brown do for you? Make your brand appear rugged, masculine and
serious. Brown is very underutilized, so you’ll stand out from the competition.
• Black
Black is the new black. Want to look slick, modern and luxurious? Time to go
black. Rather be economical and affordable? Stay away from the dark side.
• White
The absence of color. White is youthful and economical, but can work for
almost any brand. As a neutral color, consider white as a secondary accent.

13. Types of Logo
• Lettermarks (or monogram logos)
• Wordmarks (or logotypes)
• Pictorial marks (or logo symbols)
• Abstract logo marks
• Mascots
• Combination Mark
• Emblem

15. LetterMarks (or monogram logos)
• A lettermark is a typography-based logo that’s comprised of a
few letters, usually a company’s initials. The lettermark is all
about simplicity. By utilizing just a few letters lettermark
logos are effective at streamlining any company brand if they
have a long name. For example, how much easier is it to
say—and remember NASA versus the National Aeronautics
and Space Administration?

17. Wordmarks (or logotypes)
• Similar to a lettermark, a wordmark logo is a font-based logo
that focuses on a business’ name alone. Think Visa and Coca-
Cola. Wordmark logos work really well when a company has a
unique name. Google’s logo is a great example of this. The
name itself is catchy and memorable so, when combined
with strong typography, the logo helps create strong brand
recognition.

19. Pictorial marks (or logo symbols)
• A pictorial mark (sometimes called a brand marks or logo
symbol) is an icon—or graphic-based design. It’s probably the
image that comes to mind when you think “logo”: the iconic
Apple logo, the Twitter bird, the Target bullseye.

21. Abstract logo Marks
• An abstract mark is a specific type of pictorial logo. Instead of
being a recognizable image—like an apple or a bird—it’s an
abstract geometric form that represents your business.
• The benefit of an abstract mark is that you’re able to convey
what your company does symbolically.

23. Mascots
• Often colorful, sometimes cartoonish, and most always fun,
the mascot logo is a great way to create your very own brand
spokesperson, spokes-character(?).
• A mascot is simply an illustrated character that represents
your company. Think of them as the ambassador for your
business.

25. The combination mark
• It’s in the name! A combination mark is a logo comprised of a
combined wordmark or lettermark and a pictorial mark,
abstract mark, or mascot.

27. Emblem
• The last major type of logo is the emblem. An emblem logo
consists of font inside a symbol or an icon; think badges, seals
and crests. These logos tend to have a traditional appearance
about them that can make a striking impact, thus they are
often the go-to choice for many schools, organizations or
government agencies. The auto industry is also very fond of
emblem logos.

29. Thank U !