What is Logo Design?

A Logo is an image, text or shape that when combined depicts the name and purpose of your company. On a deeper level, it has to convey the attributes, values and personality of your company too.

Logo design is an integral part of the branding process. A logo needs to be original and memorable for the greatest impact, so we invest a lot of time, research and analysis into making sure that the logo is a true visual representation of the ethos and message of the brand it is embodying.

It is important to note that while a logo is only a small simple mark (this could be an image or words, aka 'logotype'), a brand includes every single touch-point customers have with a company. So for example Nike's logo is the 'swoosh'. It is a gorgeously slick shape which represents motion, agility and speed. But Nike's branding includes advertising, store design, product packaging, product placement, sports celebrity endorsements etc... so every point of contact you have with the company.

Since a logo is the visual entity signifying an organisation, logo design is an important area of graphic design and the branding process as a whole.

A logo is the central element of a complex identification system that must be functionally extended to all communications of a company. It is the beating heart of a company's visual communication which encapsulates the over-arching message of the brand in graphical form.

As a result, the design of logos and their incorporation in a visual identity system is one of the most difficult - but probably the most important - areas of graphic design.

Logos fall into three classifications. These can be combined, or broken down to form what is known as a 'marque' - essentially a graphical symbol which becomes the primary visual signifier of a brand.

Ideographs are completely abstract forms

Pictographs are iconic, representational designs

Logotypes (or wordmarks) depict the name or company initials

At Polleni we design a Logo Set for all of our clients - this includes files ready for use in print and on screen, as well as a social icon and website favicon.

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