Logo design

A logo is the most iconic part of your brand. Making your company and brand recognizable and creates a unity. A corporate logo is important to have, but a logo that can scale to a variety of products and brands within your company is better.

Often a logo consists of two parts: a brandmark and a wordmark (aka logotype). Together they form a logo, but a wordmark might suffice.

A logo should be in line with your corporate identity. Your logo is basically a summary of your corporate identity and everything your company or brand stands for. Its values, your target audience and other aspects of your business' marketing strategy should be reflected in your logo.

A logo done well is easily distinguishable as well in full color as in black and white. In addition, it's clearly recognizable up to at least half a centimeter (or one fifth of an inch) in size.

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How to have a logo designed in 8 steps

  1. Pen down any purposes for your logo.
  2. Do check out your direct competitor's logo's and those of bigger brands, for inspiration.
  3. Determine whether you'd want a wordmark or accompany that with a brandmark.
  4. Use your corporate identity, or, in case you don't have one, decide on what style you'd wish to apply.
  5. Start sketching as many logo's as you can think of. No need for details yet.
  6. Pick 3 logo's you're most satisfied with.
  7. Test those three logo's on recognizability and application at different sizes and in multiple colors. Consider user a test panel for feedback.
  8. Make your definitive choice and apply any changes while drawing the logo in a vector format.

The logo you want designed, serves it's own purpose. It can be a corporate logo that represents the entire organization, but it can also be a logo for a product, service or brand within your organization. A well thought-through logo is scalable to all these products and will add recognizability to all sub products that are affected by the corporate identity.

When designing a logo for an organization, it's important to have it reflect the organizations core values and address the target audience. The core values and target audience are often specified in your company's marketing strategy.

To get inspired for your logo, it's not only convenient to look at logo's of competitors and bigger brands, it's actually wise. Besides getting inspired, you'll also see timeless and recognizable designs. Even more, you'll see examples of what not to do and how to avoid breach of copyright on other logo's.

Design a better logo than your competition has, but avoid similarities.

A logo usually consists of multiple parts, but doesn't have to. In case you have a strong and concise brand name it'd be wise to have a wordmark developed. In case of longer company names, it'd be better to have a recognizable emblem: a brandmark.

Wordmark or logotype

When having a strong name as identification mark, it'd be wise to have a wordmark designed. This is more than just your company's name in a particular font. A substantive wordmark has a unique design of each letter, however subtly different to an existing font.


A brandmark is an emblem or image that symbolizes your company, brand, product or service without text.

As soon as your brandmark has become inseparable from your brand and is well recognized by your target audience, you can even use it solely, without its wordmark.

The design of your logo should match your brand, your image and your product or service. A logo is an important part of your corporate identity, because it's applied everywhere within your company.

Next to determining the colors and tone of voice for designs, it's also important to find a suiting font for your wordmark. This doesn't have to be the same font you chose for typography as recorded in the corporate identity, but it'd be wise to pick a font that's similar or complements it.

With the aforementioned steps in mind, you can now start to put your first thoughts and designs on paper. These can be very quick and tiny sketches, which you'll further develop as you go. Don't throw away your process. Use it as inspiration for more sketches.

Start off by sketching some wordmarks and brandmarks separately and continue by combining the two to form one logo.

Are there any sketches that catch your eye? Add some more detail to those sketches and don't hesitate to add some color.

Once you've drawn about 15 sketches that could pass as full logo's, albeit sketches, distance from your sketches and take a critical analysis.

Pick 3 sketches that best represent your product's goal and branding.

Present your top 3 sketches to others. Firstly, have people review your logo without any or as little as possible foreknowledge on your product, service, brand or company. Listen to what they think your sketches radiate and use that to determine whether it fits your purpose.

You will then present the logo to people to whom you have told the purpose of the logo.

Ask your test panel if your logo is recognizable, clearly visible on all sorts of sizes and which colors they find most successful for your logo.

Of course you have the last say in this process, but look critically at the findings with the test panel and draw a balanced conclusion from that, which you will include in your decision for the final logo. Carefully weigh the value of the comments from the test panel, you may not be able to meet all of the criticisms and that is ok.

Once you have chosen a definitive logo, you will draw it digitally into a program that uses vectors. This creates a logo that can scale to any conceivable size, without becoming blurry. You can now also make a few changes based on the test results.

The logo is then suitable for web & print.

Indeks Solutions can help you with every step in this process, even when you already have a logo. If you want a change to your existing logo, we will adjust it for you. Perhaps you don't have a scalable logo in vectors, but only in .png or .jpg formats, in that case we will also be happy to help you and convert the logo into vectors for you.

Indeks Solutions will gladly advise you on where you can apply the logo and how you can use it for multiple purposes.

Strategy for web & print



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