Logo Design That Sells:
Clear, Strategic, Beautiful
Creating a LOGO is a Process
Make a first impression that lasts. This page explains — simply and professionally — what a logo is, the types you can choose from, the graphic and lettering choices that matter, how layout affects use, and a step-by-step approach we use to design logos that work for your business and convert customers.
01.
What a logo is (and what it does)
A logo is the distilled visual identity of your business: a memorable mark that communicates personality, industry, and trust at a glance. Great logos:
Read easily at small sizes (favicon to storefront).
Work in black & white and color.
Are flexible across packaging, web, print, and social.
Reinforce the brand story every time someone sees them.
02.
Types of logos — choose by goal
Wordmark (logotype)
The company name styled as the logo (e.g., Coca-Cola, Google). Best when your name is distinctive and you want name recognition.Lettermark (monogram)
Initials or one-to-three letters (e.g., IBM, HP). Works well for long names or firms wanting a refined, compact mark.Pictorial mark (symbol)
A literal or recognizable icon (e.g., Apple, Twitter). Powerful for global recognition once established.Abstract mark
Geometric or conceptual shapes not tied to a literal object (e.g., Nike swoosh). Great for a unique, modern brand that wants a symbolic identity.Mascot
Illustrated character or spokesperson (e.g., Michelin Man). Friendly, memorable — ideal for approachable brands and audiences (kids, sports, food).Emblem
Text inside a symbol or badge (e.g., Starbucks seal). Traditional and formal-looking; common for schools, breweries, and government-style brands.Combination mark
Symbol + wordmark (e.g., Adidas). Extremely versatile — text for clarity, icon for recognition.
03.
Graphic styles & treatments (what the logo looks like)
Flat vs. Dimensional: Flat is modern and reproducible; dimensional (shadows, highlights) can feel premium but often translates less well at small sizes.
Line / Outline: Elegant and minimal; great for luxury or tech brands.
Negative Space: Clever use of background shapes to form letters or icons (high memorability).
Geometric: Clean, balanced, modern. Works well for tech and B2B.
Hand-drawn / Illustrative: Warm, unique, artisanal — great for craft, food, or boutique services.
Gradient / Duotone: Adds depth and vibrancy; use carefully to maintain reproduction across media.
04.
Lettering & typography choices
Typography is voice. The same wordmark in two different fonts gives two different personalities.
Serif — classic, trustworthy, mature (law firms, publishing).
Sans-serif — modern, clean, approachable (tech, retail).
Script — expressive, elegant, personal (luxury, boutique).
Display / Decorative — strong personality, used sparingly for impact.
Custom lettering — bespoke type tailored to your brand; highest memorability and distinctiveness.
Key typography considerations:
Legibility at very small sizes.
Kerning and letter relationships (critical in wordmarks).
A typographic hierarchy for different use cases (logo lockups for horizontal, stacked, icon-only)
Royal Blue
Medium Blue
Teal
Dark Blue
05.
Layouts, lockups & responsive versions
A logo isn’t a single file — it’s a system. Typical lockups we deliver:
Primary (full) — symbol + name (used on website headers, marketing).
Stacked — symbol above name (used in square spaces).
Icon / mark only — for favicons, app icons, social avatars.
Horizontal — symbol left, name right (website navigation).
Monochrome / reversed — black/white variants for high-contrast use.
We design spacing, safe-area rules, and minimum-size rules so your logo always looks balanced and readable.
Black
#00000
06.
Color, contrast & accessibility
A logo isn’t a single file — it’s a system. Typical lockups we deliver:
Primary (full) — symbol + name (used on website headers, marketing).
Stacked — symbol above name (used in square spaces).
Icon / mark only — for favicons, app icons, social avatars.
Horizontal — symbol left, name right (website navigation).
Monochrome / reversed — black/white variants for high-contrast use.
We design spacing, safe-area rules, and minimum-size rules so your logo always looks balanced and readable.
Hex Gray77
#c4c4c4
Cultured (not plain ole' white)
#f7f7f7
Our strategy:
A step-by-step design approach (our process)
Discovery & Briefing
We ask targeted questions: Who are you? Who’s your audience? What are your values? Competitors? Desired tone? We gather examples of logos you like/dislike.Research & Strategy
Market and competitor research to avoid visual clichés and find differentiation. We align positioning with visual direction — e.g., friendly vs. elite, playful vs. corporate.Concept Development
Rapid sketching and digital exploration of several directions (typically 3–6 strong concepts). Each concept has a clear rationale tied to your strategy.Presentation of Concepts
We present the concepts with context (how they’d appear on a business card, website, and social avatar) and explain the thinking behind each.Client Feedback & Iteration
You pick a direction (or a mix). We refine typography, spacing, color, and iconography. Iterations continue until the logo communicates perfectly.Finalization
Final tweaks, accessibility/contrast checks, creating responsive versions, and preparing all deliverables.Delivery & Support
You receive the logo package and a usage guide. We also offer optional rollout help — applying the new logo to stationery, social banners, packaging, or a brand launch plan.
Logo Design + Reveal
How to pick the right logo design for your business.
Want name recognition? Choose wordmark or lettermark.
Need global icon recognition? Consider pictorial or abstract mark.
Want to feel warm and human? Try mascot or hand-drawn marks.
Need tradition / authority? Look at emblems and serif typography.
If you’re unsure, we recommend a combination mark — strong flexibility for most businesses.
Many of life’s failures are people who did not realize how close they were to success when they gave up.”
Portfolio
Past Logo Designs:
All N' Entertainment LLC
Logo & Branding
"F'*K it Fridays" by CFMG and ALLN2556
Logo & Branding
