Branding is the parent word that is used to define the process of building businesses into strong brands. The foundation of a strong brand is the Logo, website, packaging, and promotional materials. Among these foundations, the most quintessential one is the Logo.

I’d say if branding is the building, then Logos are the pillars of it.

But what exactly is a Logo?

I bet most of the people wouldn’t be able to answer this question in a simple manner. Let’s have a look at its definition on Wikipedia.
It’s a face of a company. It’s a mark, symbol or icon that helps in recognizing a company. I have seen people mixing Logo and identity design together and thinking them as the same thing. Well, it’s not like this. A Logo is not your brand or identity. Logo or identity design have their separate roles, which together, shape a perceived image for business or startup.


At first look, a logo enables us to recognize the business and its existence. Like other things, there are three distinct types of Logos.

1. Wordmark
The wordmark is the easiest one. And it’s the one we’re all the most familiar with. The John Hancock’s signature is a word mark.

It can look crisp clean and modern like the new Google logo looks.

Or it can look somehow that it has roots in a shared heritage the way the coca cola logo looks.

2. Pictorial
Pictorial logos often function as a kind of rebus. It’s a picture, and it’s identifying the name of the company. Sometimes directly like Target.

3. Abstract Iconography
Abstract Iconography is a type in which icons, images or symbols are abstractly produced to represent the brand. The Nike swoosh is the most popular example of this type. 

There’s also a fourth type that goes beyond these three types and can use elements of each of them. It is called as The Logo System. A kind of framework, but one that can have endless permutations. The first huge, modern example of the logo system would be MTV.

If done right, a Logo can be effective in building brands. It helps in curating a brand persona which then delivers the brand’s message to consumers. It can develop a unique brand identity that helps in recognizing and remembering the brand. That’s the reason, Logos are said to be the core part in building businesses into brands. For example, everyone aware of the Nike swoosh or Logo. Wherever people saw that kind of swoosh, they quickly recognize and recall the Nike brand. People think it was same famous Nike swoosh on the day it was drawn, but it’s not like this. A commissioned designer Carolyn designed this swoosh, and the founders didn’t like it much. But as the Logo was something unique and simple, the marketing campaigns made us all associate this swoosh to Nike. That’s how over a long time a little mark helped establishing a brand recognition. Remember a Logo alone can’t build a brand, but it can build a base that other factors can utilize to establish a brand.

The bottom line is that you can’t clearly be a brand without a Logo. That’s not my perspective, but it’s a fact that businesses especially small businesses should understand. Without a Logo, the product or business might disappear. So if you’re looking to turn your company into a brand, then Logo is the first and most important thing that you need to focus. Remember, it’s important for any logo to be memorable and recognizable. So whether you design yourself or get it designed by a firm, be sure to keep all the factors covered that are needed for a great Logo design. I’d personally recommend you to go for a professional Logo design agency instead of opting for freelancer payment or online Logo makers.