Logo
Also called brand logo, logo design
What is a logo?
A logo is a graphic mark, emblem or styled name that identifies a business, product or organization. It is the most compact piece of a visual identity and appears on everything from the website header to social profile pictures and video end cards. A good logo is simple, distinctive and readable at very small sizes.
Logos come in a few main types. A wordmark is the name set in distinctive type. A logomark is a symbol or icon without words. A combination mark puts the two together. An emblem places the name inside a shape, like a badge, and a lettermark uses initials.
Most brands need several versions of their logo: a full version, a compact or square version for profile pictures and favicons, and single-color versions for light and dark backgrounds.
Why a logo matters
The logo is the signature on your content. It ties posts, ads, packaging and videos back to one business and builds brand recognition over time.
It is also a practical asset. Profile pictures, watermarks, end cards and Open Graph images all need a logo that works small and on different backgrounds.
How to design a logo
- Write a short brief: name, audience, personality and the competitors you must not look like.
- Sketch many rough ideas in black and white before thinking about color.
- Pick the strongest two or three and test them at small sizes, like a 32-pixel favicon.
- Choose the final design and refine spacing and type.
- Export SVG and PNG files in full-color, white and black versions, plus a square icon.
Logo FAQ
What are the main types of logos?
Wordmarks (the name in styled type), lettermarks (initials), logomarks or symbols, combination marks (symbol plus name) and emblems (name inside a shape). Some lists also include abstract marks and mascots.
What file formats should a logo be in?
SVG for web and scaling, PNG with a transparent background for most apps and social media, and PDF or EPS for print. Keep light, dark and single-color versions.
What makes a good logo?
It is simple, distinctive, readable at small sizes, works in one color, and fits the brand's personality. It does not need to explain everything the business does.
Related terms
A wordmark is a logo made only of the brand's name, set in distinctive type or custom lettering, with no separate symbol.
A logomark is a logo symbol or icon with no words, which comes to stand for the brand on its own once people know it.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
Brand assets are the reusable files and elements that make up a brand: logos, colors, fonts, photos, icons, templates and sounds.
A brand kit is a compact set of a brand's core assets: logo files, colors, fonts and voice notes, ready for anyone making content.
Brand recognition is people's ability to identify a brand from cues like its logo, colors or sound, even without seeing the name.