Imagine a society where logos don’t exist. How would you represent your brand? How would companies with similar products differentiate from each other? It’s hard to envision what a world without logos would look like. This is why they’re important.

A logo communicates ownership, confidence, credibility, and a lasting first impression. A good logo aligns with your industry or services while setting you apart from the competition. When it comes to choosing a logo design, create something that stands out to consumers, ensures that they remember your brand, and cultivates positive associations with your brand through design.

Before you start designing, let’s take a look at commonly used logo options.


Lettermark logos (also known as monogram logos) consist of letters, often the brand initials. The lettermark is all about simplicity. By utilizing just a few letters you can streamline a name and create instant recognition. Think of big players like IBM and H&M.


Wordmark logos or logotypes are a font-based logo that focuses on the name of the business. Pick a font that captures the essence of your professional nature. Some fonts feel high-end, some fonts feel strong and secure. Think of companies like Coca-cola and Kellogg’s.

Pictorial mark

A pictorial mark is sometimes called a brand mark or logo symbol. This is an icon or graphic-based logo. Some companies are established and lean toward emblematic symbolism, such as Apple or Target. It doesn’t take more than their symbolic apple or bullseye to instantly recognize these two brands.

Abstract mark

An abstract mark is a type of pictorial logo, but instead of being a recognizable image, it’s an abstract geometric form that represents your brand. Abstract logos allow you to really create something truly unique to show off your values. Logos for NBC and Chase are good examples of this one.


Mascot logos are usually illustrated characters to represent your brand. You can use bright colors and fun shapes to create a brand spokesperson or spokes character. Some famous mascots include the Kool-Aid Man and the Honey Nut Cheerios spokesbee, Buzz.

Combination mark

A combination mark is a logo made up of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. It’s often best to start with this type of logo if you want to work your way to just a pictorial mark, an abstract mark, or a mascot later. Think of the Doritos or Burger King logos.


An emblem logo is made with text inside a symbol or an icon. These can be considered seals and crests. Take for example the Harley-Davidson logo or the NFL logo. These have a very classic feel while modernizing the emblem for the 21st century. Keep this type of design uncomplicated so that you can use this logo at any size.

logo examples

How do you choose a logo?

A logo can be designed using a symbol, font, or visual representation associated with your company name or purpose of your business activities. It also empowers your business to communicate using visual signs which make your brand, corporate design, and business unforgettable.

When making the decision for a logo design, keep a few things in mind that will help give your business the brand identity it deserves.

Decide upon use

Do you need a design for your main business logo or an event? Maybe you need to refresh your brand or rebrand altogether. Today, a strong brand is more important than ever as businesses are forced to compete with an increasing number of players across platforms. A brand refresh isn’t necessarily a fundamental change; it mainly focuses on the appearance of your logo and some minor details, adjusting them according to the current trends. On the other hand, a brand redesign involves more serious changes. It often implies creating a completely new logo and visuals. A complete rebrand is aimed to change the message and identity of your brand.

Understand your brand and audience

You have to do some work to get down to what matters in a logo. First, you need to understand who you are, what you stand for, and what feelings you want your logo to evoke. Think about the emotion you want your audience to feel. When they feel engaged, your brand will come alive to them.

Start with purpose-driven storytelling. Your identity should be an extension of the narrative you’re building with your audience. It should speak loudly to not only what your business does, but also what you stand for.

Aim for recognition

Your logo is important because you want people to remember your business when they read the name. It’s the logo’s job to ensure that when people look at your website, storefront, sign, or mobile app, they say, “that’s it!” A signature color combination can also help with recognition. However, don’t rely solely on color, as there will be times when you need to use your logo in black and white only. Just remember that the shapes are most important to the design and the color is the sidekick!


Choose a logo that is the most versatile to your business needs. Your logo will appear on all of your marketing efforts, from your website to business cards. How does it look as a tiny logo or a large logo? Does it work horizontally, vertically, or both? Does it look good in a spot color? How about in black and white? If it works for any use, it will stand the test of time for your marketing needs.

Color matters

Almost 85% of consumers cited color as the main reason they bought a specific product. Why are so many people influenced by something as seemingly irrelevant as color? The reality is that color is not a superficial factor. Science has revealed that color can impact people’s emotions and their perceptions. Choose colors that communicate the way you want people to feel about your brand.

Don’t rush

Designing a logo is a pretty big deal. It’s a visual representation of your brand that you want to last for a significant amount of time. It takes patience to create a logo that perfectly represents your company. Take your time with the process. Try to collaborate with teams and individuals within your company to bounce ideas off each other. Gathering information on what already exists can help you differentiate your brand from the competition, inspire you towards a certain direction, or give you some solid ideas on what not to do.

Rushing to get a visual identity on paper will most likely result in a logo design that no one is thrilled about. This is not the place to cut corners. Put a generous amount of thought into your logo – don’t just make it blue because that’s your favorite color. Your identity carries a huge weight in symbolizing your company, so give it some love!

Can I hire a professional?

If you lack logo design experience, this might be one of the wisest decisions you could make. Creating a professional image is the most important reason to hire a graphic designer. Designers just speak the language. As a business owner, you have enough on your plate as is. You’re the expert there. Let a graphic designer be the eyes and mind of design.

Your logo is the face of your business. It needs to help you stand out from the crowd. At Vervocity, we ask the right questions to understand who your target customer is and find out what can influence them. Then, we convert that information into a visual symbol by thoughtfully incorporating fonts, colors, and style to accurately reflect your business. Together, we can build a logo that will resonate with your customers. Contact us today to get started.