Logo

A logo identifies; it does not have to explain. Few successful logos show what the company does, and trying to fit every service into one image usually makes it cluttered and hard to read at small sizes. Recognition comes from consistent use over time far more than from the design itself.

A logo is one part of a brand identity, not the whole of it. Colours, type, imagery and tone carry the identity in places where the logo is small or absent.

How it works

Most logos fall into a few types: a wordmark, which is the name set in distinctive type; a lettermark or monogram made of initials; a symbol or icon on its own; and a combination mark that pairs a symbol with the name. A good logo works in one colour, at very small sizes such as a favicon or social avatar, and on both light and dark backgrounds.

The master files should be vector, usually SVG, AI or EPS, so they scale to any size without blurring. Raster versions such as PNG are exported from the vector for specific uses. A full logo set includes horizontal and stacked layouts, the symbol on its own, and colour, black and white versions.

Designers test a logo before it is final. They shrink it to the size of a browser tab and a social avatar, print it in black on white and white on black, place it on a photo, and try it on the materials it will really be used on, such as embroidery, vinyl on a van or a rubber stamp. Fine lines, gradients and small text tend to fail first. You can run the same checks yourself by viewing your logo at 32 pixels wide and in a single colour.

Example

A cleaning company's logo is a detailed illustration of a person holding a mop, with the name in a script font underneath. It looks fine on the van but becomes a smudge as a social profile picture and is unreadable in the website header on phones. The redesign keeps a simplified sparkle symbol and sets the name in a clear typeface, with a symbol-only version for small spaces.

The new set is delivered as clearly named files: a full-colour horizontal logo in SVG and PNG, a stacked version for square spaces, the symbol alone for the favicon and profile pictures, and white and black versions for dark backgrounds and single-colour printing. The embroiderer receives the one-colour version, which stitches cleanly, and the website uses the SVG, which stays sharp on high-resolution screens.

Why it matters for your business

Your logo appears on every touchpoint, so a mark that fails at small sizes or on dark backgrounds causes problems everywhere, from the website header to embroidered uniforms. Having the right file formats saves repeated requests and printing mistakes. A new business does not need an expensive logo to start; it needs a clear, legible mark used consistently. Before investing, check that the name and mark do not clash with an existing trademark in your market.

Common mistakes

• Receiving only a JPEG of the logo and no vector master files.
• Designing a mark so detailed that it cannot be read at favicon or avatar size.
• Stretching, recolouring or adding effects to the logo on each item instead of following the brand guidelines.
• Using a script or very thin typeface that disappears on phones and in embroidery.

Questions people ask

What file formats should I get for my logo?

Ask for vector master files, usually SVG plus AI, EPS or PDF, so the logo can be scaled for signs and print without blurring. Also get PNG files with transparent backgrounds for everyday use, in full colour, one colour, black and white. SVG is generally the best format for websites.

What is the difference between a logo and a brand?

A logo is a single mark that identifies a business. A brand is the overall perception customers have of the business, shaped by its products, service, reputation and communication as well as its visual identity. The logo becomes meaningful because of the brand behind it, not the other way round.

Should I trademark my logo?

If the logo will be used for years and the business depends on being recognised, registering it as a trademark is worth considering, because it makes it easier to stop others using a confusingly similar mark. Requirements and costs differ by country and region, so check with a trademark attorney or the relevant intellectual property office.