How to Design a Logo [Step-by-Step Guide]
By rachel@chooseimpulse.com (Rachel Begg)
A great logo is instantly recognizable, memorable, and closely connected to your brand’s core values and ideas. Think of iconic logos like Apple, Coca-Cola, and Nike. Logos like these are simple and elegant yet bold enough to leave a lasting impression.
When designing your logo, you can make a powerful impact on how your brand is perceived. Designing a timeless logo is challenging, but we’re here to help. To get your logo right, you’ll need to have a firm grasp of your market, buyer personas, and your company’s ethos.
Ready to dive in?
Read on for logo design best practices, helpful tools, and a step-by-step guide to creating the perfect logo.
Table of Contents
Types of Logos
With millions of logos worldwide, you may be surprised that they all fit into one of seven main categories.
Each logo type has its characteristics, strengths, and weaknesses, so choose the variety that best aligns with your brand values and goals when designing your logo.
1. Emblems
An emblem is a traditional type of logo that consists of text integrated within a symbol or icon to create a unified image.
Emblems have an official, formal look that gives off an air of cohesion and strength. They work well for brands like Harvard that wish to communicate their rich history and traditional values.
Pros
- Forms a unified image that can be strong and impactful
- Typically perceived as formal or classic
Cons
- The combination of symbol and text can be difficult to separate for integration into other design assets
- Complex emblems may not reproduce well at small sizes
2. Pictorial Marks (or Logo Symbols)
Pictorial marks, or logo symbols, are icon or graphic-based logos. A logo symbol omits text and relies on a single image to represent the brand. These types of logos can be iconic and memorable.
Other examples include Target’s bullseye and Starbucks’ siren.
Pros
- It can be understood across all languages and cultures
- Simple and effective
Cons
- Brand recognition can be more challenging to establish without any text
- Logo symbols must be chosen wisely and may or may not connect to the brand’s purpose
3. Wordmarks (or Logotypes)
Wordmarks are text-based logos that use font selection, typography, and color to turn the brand name into a logo. Wordmarks often work well with companies with unique, catchy names, such as Google, Coca-Cola, and Disney.
Pros
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Source:: HubSpot Blog
