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What basically is a logo?

What basically is a logo?

Logos are simple text and visual symbols that help us recognize brands we like. But they can do more! A good logo is your brand’s foundation. It explains what you do, who you are, and what you value. Quite a burden for a small image! Here’s what a logo is and how to use it effectively.

A logo is a text and visual emblem that identifies a company.

Logo design is all about building a company’s visual brand mark. A logo usually consists of a symbol or brandmark, a logotype, and a phrase.

A logo’s purpose

— Logos do more than just look good, right? Yes! Logos have numerous uses.

A logo sets you apart from the crowd.
A logo’s most basic function is to distinguish your company from competitors.

This is crucial if your firm faces competition (which 99.9 percent of them do). Before getting a logo for your company, examine your competition to see how you can position yourself.

See how the Cactus Dental logo differentiates itself from the sea of cliche teeth logos in the dental sector by turning a geographical feature into a toothbrush.

Of course, you don’t want to be so unique that people miss your brand.

A logo identifies your company’s important features.

A good logo may communicate the industry you are in, the service you provide, your target audience, and your brand values.

For example, a software company’s logo can include circuit images. They may also choose a specific hue to convey their environmental commitment. Or they may employ a fancy font to emphasize their luxury. See how Wild Hearts uses a heart-shaped book to demonstrate that they specialize in romantic literature.

Reputation is built by a

Logos can serve as visible reminders to your customers that you exist!

Logos, in other words, can evoke strong visual associations. This link helps customers remember your brand.

Consider Nike or McDonalds, whose emblems are instantly recognizable even without their names. It’s no wonder that logos are so important in branding.

What makes up a logo?

Knowing what a logo performs, let’s examine its components. What are they? Not quite!

In the meanwhile, we can break down some popular logo design features. These elements combine to generate 7 logo types.


A logo’s form usually includes a typographic element. It might be a monogram-style single letter, an abbreviation, or the whole business name.


Symbols or icons may accompany typography. These might be symbolic or made up of geometric parts.

Some logos feature decorative elements like dotted lines or little stars that don’t always produce a distinct image.

The Ever South Brewing logo features typography and an illustrated geometric sunset with a grain stalk growing upward.


Color follows form. Logos might be in color or black and white. Color palettes in multicolored logos are typically related, or similar, or complementary, or distant or opposing.

Thus, it is critical to consider when and when logos can be used.

Logos are often seen online, on business cards, in stores, and in print. BUT YOUR COMPANY MAY HAVE SPECIFIC

The circular shape on the left is ideal for drink coasters!

Synergy uses a complementary color palette. See also our article on logo colors.

Context In some cases, a logo’s context defines it.

Expert logo editing

A logo takes time, effort, research, and iteration. Most brand owners will need to update a logo. A logo modification is required even after your designer has designed a gorgeous design.

For example, you may need to change the phrase or develop more color versions. Because your brand is living, its needs will always vary.

The good news is that many improvements can be made without any prior design software experience. We’ll go over some questions to ask yourself before starting, common modifications, and strategies.

Prior to modifying a logo, consider its purpose.
If you’re not a designer, think twice about changing a logo. If you are unhappy with the result, a symbolic re-paint is unlikely to help. Your challenges and goals will determine if you can make the edits yourself or need to hire a designer.

First, read our logo quality guide. If you’re modifying a logo, ensure sure the concerns are purely cosmetic. For example, if your typeface is old, simply replace it. A warmer color option may help a bland logo.

After editing your logo, return to this stage to verify that your edits worked. A/B testing is a great way to find out which logo version your target audience prefers.

Decide on your logo edit’s level.
Now you should know what needs to change. How long and detailed is that list?

For this post, we’ll focus on minor adjustments like size and color. A major change would be a complete redesign of your logo with all new graphics. In this case, a logo designer is needed.

Create a customizable logo.
Save logos as AI or EPS. Logo design software like Adobe Illustrator may access these files (though most other vector programs work similarly).

A vector file, unlike a raster file, can be resized indefinitely, and each shape is automatically separated into layers. The only way to edit them is to erase or paint over them.

Then what if you lack the vector file?

Your logo must be vectorized if it is merely a raster image. Consider hiring a designer to vectorize your logo before making any other changes.

Image Trace converts pictures to vectors in Illustrator (this process of converting a raster image to vector is described here). The image and desired impact determine if “Image Trace” works for you. The easiest way to get a nice vector file is to trace it manually.

Save your logo.

Finally, if you want to change your logo design, make a copy and save the original file. While evident, it is often neglected.

You’ll need a backup in case your first (or second or third) attempt at changing your logo fails.

Resize and position a logo —

Changing your logo’s size, placement, or scale is one of the simplest DIY projects. Using Illustrator’s Selection Tool, you may choose and reposition your logo. If the logo is not clustered, pick it (you can only select one shape at a time). To remove a shape, press the delete key.

Toggle the logo by degrees. Double-clicking the Rotate Tool (and most of the toolbar) allows for more precise increments (if, for example, you want to rotate your logo by a specific number of degrees).



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