A logo is an opportunity for a brand to create a memorable and long-lasting impression with its audience. A logo can be simple or it can comprise imagery and unique typography that make it a unique work of art. Explore our guide for how to approach designing your next logo, with plenty of tips, tricks, and inspiration along the way.
A wordmark (or logotype) is a text-only type of logo that is most commonly the name of the brand or company. You can make a wordmark using one font or mix it up like the font pairings seen here. Some fonts have gained specific meaning over time.
In these examples, we see how imagery becomes a part of the wordmark by replacing a letter with a symbol. Does this approach work well with your logo? If you go this route, try crowdsourcing friends, family, and peers to make sure your customized wordmark is legible to the reader. Keep it simple and find ways to match the symbol with the text as much as possible. In “Lemonade Apparel,” the modern, simplistic mood of the text matches the minimalist, clean lemon icon, creating a cohesive design.
Another way to incorporate text with imagery is to layer it. Allow your imagery to serve as a background layer and create text to place on top that stands out against the design. Keep in mind how the background image creates a silhouette for your overall logo and play with the sizing of the image to change the shape of the silhouette.
An exciting way to create dimension and hierarchy is to overlap layers of text. This effect generally works best when the text in the back is bold and large and the front text is thinner, smaller, and a contrasting color so it can stand out. Make sure the important information is in the front so it’s easy to read.
One way to enhance your text is to explore opportunities using text effects. You can create a background photo fill for your text as seen here, or use drop shadows, beveling, or outline strokes to make a statement. Consider the effect that best communicates your branding. Beveling is generally used for athletics or academics, while an image fill as seen here is something more playful and modern.
Repetition is a design tool that can be used for style or to communicate a certain message. For instance, PBS and the Olympics use repetition in their logos to represent plurality, diversity, and unity. Here, we see Zefer using repetition in a way to echo a three-dimensional effect or a motion blur, alluding to motion or technology. Test out repetition with shapes, text, or color.
You might want to emphasize your brand identity in your logo. As seen here, nothing does a better job of selling a donut than actually seeing one. That certainly makes us interested in a tasty glazed treat. Allow any visuals in your logo to really sell your brand or product.
Icons are a versatile design tool. You can scale them, crop them, color them, make them into a pattern, mix two together to make a whole new design, the list goes on. There are countless icon options out there these days so choose one that feels unique to you. Avoid symbols used by other similar brands or your competition.
If you’re going for a more classic, traditional, or timeless approach, go with a black and white logo. Think of iconic brands such as Chanel or The New York Times – their logos fare perfectly when printed both in black and white, or in color, because the black remains the same both ways. Black can also communicate something more edgy or subdued, or something that should be taken seriously. You can always design a black logo and add color to it for a special variation.
Before you start designing, you’ll want to narrow down the key aspects of your brand’s identity that belong in the logo. This could be the name, the slogan, any imagery, or any colors that feel relevant. If you’re not sure what those supporting elements could be, take some time to think through your brand’s goals, strengths, and values.
Pick from popular design trends to narrow down your brand’s aesthetic. You can select bold, elegant, modern, or decorative, and if those terms don’t mean much to you, use the paired imagery with each style to see an example of what that might look like.
Spark’s Logo Maker will populate plenty of icon options inspired by the information you provided. You can always change the icon later when editing in your Spark Post workspace.
If you want more inspirations when designing your logo, you can try out our Logo Maker. Plug in your brand’s details, select from imagery options, and watch as the Logo Maker presents you with an array of options to choose from. Logo design has never been easier! Pick the design that resonates most with your brand, and know that you have every option to remix it to your heart’s content. Save, download, and share your logo everywhere and anywhere to create powerful brand recognition with your audience!