Tutorial: Logo Design


There are some different ways to approach designing effective logos. Each approach focuses on creating a unique image to represent the client.

Logo examples courtesy of Klündt | Hosmer

1. Wordmarks

A logotype, or wordmark consists of the company or product name depicted in a unique style. Strategies for creating unique or original designs might include:

  • expressive typography—type forms which have been altered or manipulated to create visual interest or impact.
  • unique letterformshand-lettered or drawn characters.
  • accents—symbols or images incorporated in a logotype.


This mark combines a symbol with the letterforms along with manipulated strokes and added embellishments.


This logo incorporates symbols which represents something about the business. Since it replaces a part of the letterform, it becomes a visual analogy.


The symbol shape uses the same visual characteristics of the letterforms.

2. Symbols

A symbol logo is a strong, simple image which represents a company or product. For symbols to be effective as logos, they should:

  • be easily and quickly recognizable.
  • be memorable.
  • be designed to work in one color without tints.
  • remain clear when reproduced in small sizes.

Symbols can be pictorial: containing an image or images which represent objects, or abstract: non-representational images which represent the company or product.



The pictorial symbols in this logo contain an initial in the negative space.


This logo incorporates a visual analogy to symbolize both children and growth.


3. Initials

Logo designs based on company initials help the audience remember the company name. In order to be a memorable, initial logos are made distinct or unique by:

  • incorporating a symbol.
  • using a visual analogy.
  • being redrawn or altered in a meaningful way.



This initial designs uses manipulated characters to make them distinctive.


In this logo, the letterform contains a visual analogy in its counter space.



The characters' appearance symbolize diversity.

4. Seals

A seal is a logo design in which all elements are enclosed in a shape.


The most common seal shapes are circles and ovals. There is typically type running around the inside edge.


Seals can incorporate more than one enclosing shape.



Seals can contain ornaments/embellishments along with the basic shape.

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