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Logo

The true value of a logo is the opportunity to have an instantly recognizable symbol of what you do and why it’s important to your customers. It’s your company’s flag—recognizable from a distance. While your logo is just one part of your brand’s visual system, it’s the primary, and recognizable element of your brand's identity.

The true value of a logo is the opportunity to have an instantly recognizable symbol of what you do and why it’s important to your customers. It’s your company’s flag—recognizable from a distance. While your logo is just one part of your brand’s visual system, it’s the primary, and recognizable element of your brand's identity.

When you need it

  • Your current logo does not express who you are
  • If your logo cannot scale correctly to small and extremely large sizes
  • Your current logo is visually outdated
  • The company is expanding into new markets or adding new products
  • The company is undergoing a merger and/or acquisition
  • As part of a rebranding
 

Types of logos

  • Symbol and wordmark: only the most iconic brands can be recognized by a symbol alone. Most need the clarification of a wordmark to provide context
  • Wordmark: sometimes referred to as letterform logos, the best wordmarks combine unique typography with an idea that reflects the brand promise
  • System: designed to be used across a range of channels, a system logo can adjust and change based on the specific brand communication. Every part, while unique, still maintains enough consistency to be recognizable

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