A good logo becomes the visual signature of your brand.
‘Logo design’ is also often the first thing people think of when using the word’ branding’. Simply put, we create dynamic brand identities that stand out from the crowd and visually communicate the core purpose behind your brand.
A brandmark, logo, or logotype is a visual device used to represent a brand. Often called a logo, it can take many visual formats and frequently uses letters, shapes, and negative space to create a unique design.
A brand identity comprises several key elements — one of these being the classic, omnipresent ‘logo’. The word ‘logo’ is a general term used to describe the visual signature applied to branded elements and used to create and maintain a company’s reputation. This may be a combination of elements, with a mixture of symbols (brand marks) and words (logotypes or wordmarks).
For example, Nike’s brandmark (the ‘swoosh’ or ‘tick’) is used across all materials, building customer recognition and loyalty. To complicate things slightly, there are many versions of the Nike logo, with various versions of the swoosh incorporated with wordmarks and logotypes for specific applications. For example, Nike Air uses the words ‘Nike’ and ‘Air’ alongside the swoosh brandmark. This combination of elements is called a ‘logo lockup’ and gives longevity to an otherwise simple symbol that can be reproduced across print and digital media. Together, these are known as the Nike ‘logo’.
Brand identities are designed to be memorable, efficient, and consistent with the company’s values. Whether creating an original logo for a business or redesigning an existing symbol, it is crucial to know the difference between logos vs. logotypes vs. brand marks — all of which play a key role in branding design and development.
– Brand logos: Brand logos typically consist of words and images (sometimes called symbols or pictograms). They are often circular or triangular shapes that can visually symbolise various topics, from innovation or dynamism to minimalism or peace. These may also represent the company’s product portfolio, brand proposition, culture and values. A strong brand logo should be unique and not easily confused with another logo, as they are often the most recognisable element of a company’s brand identity.
– Brandmarks: A brandmark is a recognisable shape associated with a company or brand. This term is often used interchangeably with ‘brand symbol’, ‘brand identifier’ and ‘brand stamp’. The word ‘brandmark’ comes from ‘marking’ something — essentially, where a simple symbol or shape was marked on an item to indicate ownership. For example, the Audi brandmark is a set of four rings. Each ring represents one of the four companies that came together to form the company — together, they make up a unique brandmark that can be paired with the ‘Audi’ wordmark or even advertising copy. The ring brandmark and the ‘Audi’ wordmark become the finished logo.
– Logotypes: A logotype or wordmark typically consists solely of words. They can be a single word, a few letters, a short sentence or a combination of all three. The critical differentiator is that legible letterforms are used to make up the bulk of the logotype. There is usually a design flourish somewhere to prevent it from looking ‘typed in’; for example, ligatures or other design elements may connect certain letters. Stylistically, a logotype can borrow from many typographic forms such as script lettering (the Coca-Cola logotype), blackletter (the New York Times wordmark), sans serif (Net-a-Porter), slab serif (Honda) or serif (The Guardian).
Recent examples of brand logo work include the Halley Stevensons rebrand, the Georgina Day brand creation and The Feather Company repositioning.
There is no set formula for designing a logo, wordmark or brandmark. These should always be unique to the company they represent, and the process will likely be different every time. In our practice, we recommend that all brand identity work is underpinned with solid insight. A clear brand strategy will set a direction of what should be achieved with a brand identity, forming a brief that a designer can follow. For example, when designing the Halley Stevensons logo, we identified that sustainability and the circular economy were essential components of their brand. From here, we created an interlocking ‘HS’ symbol that looped back on itself to indicate constant movement and circularity.
When designing a logo, it’s important to remember the three core principles of brand identity design:
‘Brand identity’, sometimes known as ‘visual identity’ (or simply ‘VI’), is a broad term used to describe a set of visual and verbal tools a business employs when designing a brand image. It is also a phrase that refers to the perceptions generated when these tools have been used in applications like print or digital design.
For example, the Coca-Cola brand identity consists of key visual elements such as the memorable red background, white signature script typeface and a unique bottle shape. Individually, these elements are not particularly compelling and will not stand out in the minds of an audience. However, when the elements are combined, these carefully chosen tools conjure a brand image that unmistakably reflects their identity as a business. These elements are created with the deliberate aim of instilling a particular thought or emotion. Over time, these associations become embedded and become memories in the minds of consumers or clients. An effective brand strategy will dig deep into a business to uncover the unique proposition and qualities that make it unique. A company will then build on these traits to define the specific tone or message the brand identity must achieve.
Successful brands develop brand identity systems that are a true and honest reflection of their personality, purpose and beliefs. It is important to emphasise that brand-building exercises are strategic and must support the overarching brand message. Brands like Apple, Nike, and Google regularly score highly in the various brand index lists as their identities have remained steadfast and largely unchanged since their inception. These businesses use brand identity assets to help them communicate their stories. A strong brand identity should achieve longevity — that is not to say some elements will not need tweaks over time. However, the core principles should stand up to both scrutiny and the test of time.
There is no definitive list of brand identity elements, however, some common examples are elements like brand marks, logos or logotypes, typeface or font design, colour palette, copywriting, layout principles, use of photography, animation, iconography and much more. Once created, each element is then carefully balanced and tested next to each other to achieve the desired visual language. The resulting framework often referred to as a brand system, is then collected and displayed in a brand guidelines document to show best practices and give recommendations on how to express the brand consistently. These elements are often compiled differently and the boundaries are being continually pushed to meet audience expectations.
Recent examples of brand identity systems developed by LBD Studio include Halley Stevensons, Max McCance, The Feather Company and Heath Diamonds.
We recommend you first produce a brand strategy to build a successful brand identity. A robust strategy will produce a clear brief during the branding process. This brief will outline the objectives that the collective elements should achieve. For example, during the Halley Stevensons rebrand, it was agreed that the palette needed to be neutral in tone to help communicate the diverse product range. However, it was also important that the natural environment was reflected in this, so an understated set of colours was drawn from the Scottish landscape to help achieve this. Circularity was also an essential message to their business so a looping dynamic was worked into their brand symbol to help communicate that message.
The first step of building a brand identity is to establish visual principles. This is essentially the process of translating the strategy into an expressive format. One key question we ask ourselves at this stage is, ‘how does this idea look, speak or act?’. Once these principles are defined, it gives ample room for the creative work to begin.
We explore a wide range of creative territories when bringing a brand to life. This helps us thoroughly test the tone or messages achieved when assembling a brand identity. Inspiration is drawn from various subjects, from architecture and fine art to music and nature. The brand strategy will also include some territories to explore. Not all of these experiments are successful — in fact, most creative experiments fail to stand up to intellectual scrutiny. While testing a wide range of directions to discover what elements work, it is equally important to find where the system breaks or stops communicating what you intend. This approach results in a robust system that can be flexed across various niche executions like branded partnerships, specialist advertising or product innovation.
We work closely with our clients to draw out as much appropriate knowledge from them as possible. While our research is thorough, client involvement is essential to design something that will work for them day-to-day. As brand consultants, we are often seen as an extension of our client’s leadership teams. We work alongside senior stakeholders to design and test the most appropriate solution for their business. It is essential to test the message that the visual system communicates continually. As a business tool, every element must convey the message defined in the strategy. If there is a mismatch or if an element detracts from that core message, then it is clear that the system needs to be rethought.
A logo is more than just a visual mark; it’s the face of a brand, often serving as the first impression for potential customers. A well-designed logo can shape how a brand is perceived, influencing everything from trust and recognition to emotional connection. Here’s how logo design can significantly improve brand perception:
In the competitive world of business, first impressions matter. A logo is often the first interaction someone has with your brand, and its design sets the tone for what follows. A clean, professional, and visually appealing logo signals credibility and competence. On the other hand, a poorly designed logo can create doubt about the quality of your products or services.
For example, luxury brands like Chanel and Tesla use minimalistic, sleek logos to convey sophistication and exclusivity. This immediate impression aligns with the premium image they aim to project.
A logo is a visual representation of your brand’s identity. Colour, typography, and symbols communicate your values, mission, and personality. For instance:
When these elements are thoughtfully combined, your logo tells a story that resonates with your audience and builds a connection.
Consistency in logo design across all touchpoints—from packaging to digital platforms—builds recognition over time. A recognizable logo becomes synonymous with your brand and what it stands for, fostering familiarity and trust. Consider iconic logos like McDonald’s golden arches or Nike’s swoosh. These symbols don’t just represent a product; they evoke memories, emotions, and expectations. Consistent exposure to a memorable logo reinforces your brand’s presence in customers’ minds.
In saturated markets, a distinctive logo helps you stand out. By analyzing competitors and creating a unique design, you establish a memorable visual identity that reflects what sets you apart. For example, Airbnb’s logo, known as the “Bélo,” represents belonging and unity—concepts that differentiate it from traditional hospitality brands. This distinctiveness reinforces their position as a brand rooted in community and human connection.
Logos can create an emotional bond with your audience. Whether it’s nostalgia, excitement, or trust, these connections drive loyalty and advocacy. Think of Coca-Cola’s timeless logo—its classic script and red-and-white colour scheme evoke joy and togetherness across generations.
Logo design plays a pivotal role in shaping how your brand is perceived. A well-crafted logo doesn’t just look good; it communicates your values, builds recognition, and fosters emotional connections. Investing in thoughtful and strategic logo design lays the foundation for a strong and positive brand perception, ensuring your business resonates with its audience and stands the test of time.
