Logos are texts, images, shapes, or a combination of the three that convey the identity and work of a brand. Logos, at a single glance, may come across as mere symbols indicating something about the brand, but they serve a greater purpose. A good logo can help your brand establish credibility, attract the attention of potential customers, give an important message relevant to your business and even help you stay a step ahead of competitors.

1. Logo
Design
Here is where your branding begins
Guidebook
TERMINATION
BELLY

2. Table of contents
Our
Company
Logo & its
benefits
Features of a
logo
Choosing the
font
Choosing the
image
Choosing the
color
01 02 03 04
05 06
Conclusion
08
Choosing the
tagline
07

3. Our Company
01.

4. About
Futuready Media
Futuready Media started in 2012 with an aim
to blend creativity with technology. We create
brands, campaigns and digital platforms that
help our clients grow and thrive.
We have worked with numerous clients
across various industries and have
successfully created award winning
campaigns. Our expertise lies in digital
marketing, social media marketing, graphic
design, web design, web development, video
and animation, and SEO services.

5. Awesome
Words
DECORATIVE
ELEMENTS
SWASH
DROP
SHADOW
BASE LINE
Bold elements catch your audience’s attention

6. Logo & its Benefits
02.

7. What’s a Logo?
Logos are texts, images, shapes, or a combination of the
three that convey the identity and work of a brand. Logos,
at a single glance, may come across as mere symbols
indicating something about the brand, but they serve a
greater purpose. A good logo can help your brand
establish credibility, attract the attention of potential
customers, give an important message relevant to your
business and even help you stay a step ahead of
competitors.

8. Benefits of a logo
Here’s what investing in a logo leads to:
● A great first impression of your brand
● Improved brand identity
● Symbolisation for people to remember your brand
● Distinction from competitors
● Fostering brand loyalty

9. “There are three responses to
a piece of design—yes, no,
and WOW! Wow is the one
to aim for.” –
– Milton Glaser
“
”
WORK GREAT ON
PAIRS AND
DIFFERENTS SIZES
FILL AND VOID
ELEMENTS
RECTANGLE GRID
YOU CAN
SPLIT BOXES

10. Features of a Logo
03.

11. Features of a logo
When we see the half-bitten apple of Apple, the golden
arches of Mcdonald's, the three-pointed logo of Mercedes,
the tick of Nike, etc. it doesn’t take a lot of time to
recognise which brand they belong to. It’s as if the
success of a brand is associated with how strong their
brand recall is through their logo. Attention to detail is
therefore crucial while designing a logo for your brand.
But before we jump into the process, let’s understand the
various features of a logo.

12. Features of a logo
Colour
Colours go way beyond aesthetics. They carry the weight
of the message you want to convey to your target
audience. Depending on the colour you choose, you can
establish your brand identity in the eyes of your
customers. We suggest sticking to 2-3 colours only so
that it’s easy on the eyes and less limiting when it comes
to application to various prints and copies.

13. Features of a logo
Typography
Logos that involve letters or numbers need consistent
fonts. The type of font style you choose can determine
how your logo will come across as. It can be vintage,
modern, cheerful, sombre, etc. The size of your logo also
matters a lot. You do not want to face issues during the
application. The fonts in your logo, therefore, shouldn't be
too small or too huge.

14. Features of a logo
Image
Images are icons or symbols that represent your company
values, offerings or even a mascot. From minimalistic
illustrations to detailed icons, you can choose any image
that’s the most fitting for your brand. One thing to bear in
mind while choosing an image is to ensure it looks clear
and scalable so as to avoid hindrances during
applications.

15. Features of a logo
Tagline
Taglines do wonders for small-sized as well as big-sized
companies. Taglines are an effective way to communicate
what your business does. Logos don’t usually include
taglines, but you can opt for it in case your image is too
abstract to be understood directly.

16. How to choose
the correct font?
04.

17. How to choose the
correct font?
It’s not just about what you write, but also about how you
do it. Fonts represent your brand personality through style
and size. The fonts you choose should do justice to your
company name and its work. But with multiple fonts to
choose from across various platforms, getting
overwhelmed is likely. If you are just starting out, all you
need to understand are the four font categories and make
your pick after understanding them.

18. How to choose the
correct font?
Serif (with notches)
Serif is the most traditional font category. Serif fonts have
dashes or lines at the end of each stroke. They have a
very professional and classic look. Times New Roman is
one the most common Serif fonts out there. If you want to
maintain a traditional brand look, you should opt for Serif
fonts.

19. How to choose the
correct font?
Sans Serif (without notches)
Sans Serif are cleaner, simpler and more modern. They
do not have dashes at the end of each stroke, unlike Serif
fonts. Helvetica is a commonly used Sans Serif font. If
you want to build a smart and modern brand look, opt for
a Sans Serif font.

20. How to choose the
correct font?
Script (handwritten)
Script fonts have a personalised touch to them. They
represent handwritten text written in pen, brush, marker,
etc. Handwritten fonts are not as legible as Serif and Sans
Serif fonts. However, they give off a more wholesome
look.

21. How to choose the
correct font?
Display
Display fonts are decorative fonts. They belong to a rather
unused category of fonts. Display fonts are not very
legible and not many brands opt for these types of fonts.
Make sure your fonts are scalable and clear to read on all
your hard and soft copies before you finalise them.

22. How to choose
the correct image?
05.

23. How to choose the
correct image?
An image can pack more punch than just your business
name. Visuals are also comparatively easier to remember
than names. There is a world of possibilities when it
comes to choosing the image for your brand logo. By
understanding these image types you are more likely to
arrive at a satisfactory choice.

24. How to choose the
correct image?
Abstract
Abstract, as the name suggests, conveys multiple
meanings and incites many emotions. From geometric
symbols to designs, the sky’s the limit for abstract logos.
Abstract logos can do justice to brands that have a lot to
say about their work. For small-sized brands that are in
the foundational stages of their journey, abstract images
paired with text can help forge the connection between
the viewer and your brand without the risk of being vague.

25. How to choose the
correct image?
Geometric
Geometric logos are easy to use during applications on
websites, cards, collaterals, products and more. The
minimalistic lines, curves and symbols of a geometric logo
are easy to remember. The mathematical aspect of these
logos also incites a sense of stability and reliability.

26. How to choose the
correct image?
Pictorial
Pictorial logos are more brand and name specific than
abstract and geometric logos. A pictorial icon can be a
brand mark or a symbol. To put it simply, it’s an image
that illustrates a real object. A pictorial logo is an image
that comes to mind when you think about the brand name
or the work. If it’s easy to create a pictorial representation
of your brand name, having a pictorial logo would make
sense.

27. How to choose the
correct image?
Crests and emblems
Crests and emblems hold an integral and prestigious feel
to them. Brands who wish to emphasise quality,
trustworthiness and their legacy can vouch on crests and
emblems to do so.

28. How to choose the
correct image?
Interactive
Interactive logos have a lot more to interpret than abstract
logos. Unlike abstract logos, an interactive icon can have
several meanings depending on who is the observer. This
is often what makes an interactive logo captivating.

29. How to choose
the correct color?
06.

30. How to choose the
correct color?
Every colour has its own unique value and meaning.
Colour palette selection is the most crucial decision in the
logo designing process. Colours forge a visual connection
to the brand’s values and personality, connect with
consumers on a deeper psychological level and project
emotions and associations you’re seeking to evoke.
By understanding how colour can affect your consumer’s
thoughts and decisions, you can leverage it to create an
effective brand identity.

31. How to choose the
correct color?
Red
Red is one of the primary colours and a universal
indicator of passion, warmth, excitement and caution. For
brands looking for a loud, playful and youthful brand
image, red is the best. If you wish to have a more
professional and conservative brand image, do not
choose red.

32. How to choose the
correct color?
Yellow
Yellow is synonymous with happiness. The cheery tint of
yellow makes any brand logo feel warm, friendly and
bright. Brands wanting to convey a comforting and
approachable image should choose yellow.

33. How to choose the
correct color?
Orange
Orange blends the energetic effect of red and the
friendliness of yellow. Orange is ideal for brands who
want to evoke happy vibes or want to drive people to act
on the call to action.

34. How to choose the
correct color?
Purple
Royalty and sophistication are hidden under the hues of
purple. Brands that want to establish a luxurious image
should opt for this colour.

35. How to choose the
correct color?
Green
Green evokes tranquillity. Brands that wish to make their
customers feel at ease and in touch with nature can
leverage the effect of green in their logo. Brands with
nature, earth and food as the main focus can use green.

36. How to choose the
correct color?
Blue
Blue indicates calmness, sea, and spiritual awareness
along with feelings of trust. Healthcare and medical
brands can choose blue to signify healing. Corporate
brands can also choose blue to convey sophistication and
professionalism.

37. How to choose the
correct color?
Brown
Brown has a down-to-earth feeling to it. Brands can use it
as an alternative to black to maintain a balance between
nature and seriousness. Brands that require to convey
messages of supportiveness and reliability should choose
brown.

38. How to choose the
correct color?
Pink
Although pink is versatile, it works best for brands centred
around females and children. Brands that wish to convey
a cheery and youthful image should opt for pink.

39. How to choose the
correct color?
Grey
Unlike all the other colours, grey is the most neutral
colour. It is timeless, practical and invokes no strong
feelings. Grey can be used on any plain background.
Technology and educational brands can use grey to
convey practicality and seriousness.

40. How to choose the
correct color?
Black
Black is a bold colour. Black logos will never become
outdated. The bold statement that a black logo makes can
be used to elicit feelings of elegance, substance, and
power.

41. How to choose the
correct color?
White
White is often associated with purity or cleanliness.
Companies or brands who choose white for their brand
may have an “enlightened” persona. It could also signify
the brand seeks excellence, represents new beginnings,
or delivers peace and comfort. A white logo will always
need a colored background or complement to be properly
visible.

42. How to choose
the correct tagline?
07.

43. How to choose the
correct tagline?
Taglines can be catchphrases or short description of the
work you do. Big brands capitalise on their taglines to get
their message across and create an emotional connection
with their audience. The purpose of a logo tagline is to
convey how your target audience will identify your brand.

44. How to choose the
correct tagline?
Describe your product or service
Beating around the bush is not for small brands. Your
tagline can include your industry or product type and
attract customers with that alone. By using a tagline that’s
associated with your product or service, you can sell your
offerings from the get-go.

45. How to choose the
correct tagline?
Evoke an emotion
Evoking emotions through words becomes easy with
taglines. Many big brands like Subway, McDonald’s, Nike,
etc. use their taglines to evoke an emotion and
communicate their brand quality. You too can have a
tagline that evokes a certain emotion you want your target
audience to feel about your brand.

46. How to choose the
correct tagline?
Keep it snappy
Less is more when it comes to taglines. Ensure that your
tagline isn’t too long for people to remember and read.
Your tagline should communicate a message about your
brand efficiently and directly. Your tagline will be printed
on your products, guides and more. Ensure that it is
legible and adds to the look of your logo without taking up
a lot of space.

47. Conclusion
08.

48. To Sum It Up
A logo builds brand recognition. It also supports the experience a customer has with your brand. Every
process in the logo designing cycle should be carried out with thoughtful consideration.
01 02 03
Know your brand
personality
Analyze your
competition
Choose a design
style

49. To Sum It Up
04 05 06
Pick logo type
Pick your fonts
Choose your colors
wisely

50. To Sum It Up
07 08
Keep it simple
Get feedback

51. We at Futuready Media believe in the power of brand logos. We encourage brands to
invest in logo designing by offering them unparalleled logo designing services. Our logo
designs are unique, easy, intuitive and fully customisable.
Want to add an edge to your brand identity with a fresh logo? Get in touch with us today!
hello@futureadymedia.com | +91 99873 48608 | https://www.futureadymedia.com/
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