Logos

Logo

Identifying mark that communicates what your company brand is all about

five principles of logo design

1. simple

2. memorable

3. timeless

4. versatile

5. appropriate

wordmark

name is spelled out using typography

lettermark

uses initials of brand name

brand mark

a graphic symbol representing the company

• abstract or pictoral

combination mark

a graphic symbol representing the company

• words + pictorial

Logo spec

1. easy to identify and positive

2. no more than 3 colors

3. ideal blend of style, color, and symbolism

ovals and shapes

friendly, inviting

curvy lines

playful, relaxing, intriguing

triangles 

leadership, authority

squares and rectangles

efficiency, security

sharp angles

aggression, edgy

horizontal lines

stability, calm

vertical lines

prosperity, success

serif font

formal and sophisticated

sans serif font

clean and modern

slab font

vintage, masculine

script

cursive, elegance

great logos

• simple

• distinctive

• clean and functional

• timeless

• message