Logo Design


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

1. Logotypes (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.


These letterforms have been redrawn to represent a circuit board.


The "R" has been manipulated to become part of a symbol.

The letterforms have been altered and given accents to symbolize pillars.

Letterforms have been redrawn and given accents to suggest "water".

This logo contains a symbol which illustrates the word..


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 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.


This group of symbols are composed of simple, easily recognizable shapes.




This logo uses common symbols which universally recognizable.



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




In this logo, the letterform has been redrawn to represent a lowercse "g" as well as a cap "S".



4. Combinations

Logos which combine the strategies listed above can contain more depth of meaning and be more memorable.

The "l"s have been replaced with a symbol in this unique logotype. Note how the baseline is cropped to suggest shallow water.