// a logo is a promise
A logo is not just a pretty picture. It's the first thing people see and the last thing they remember. A great logo makes a promise about what a brand is — before a single word is read.
Think of the Nike swoosh. No text needed. Or the Apple logo. Or the McDonald's arches. You knew exactly what those were before you finished reading this sentence. That's the power of a well-designed logo.
Key idea: A logo doesn't need to explain everything. It needs to be recognisable, memorable, and appropriate for the brand it represents. Simplicity is almost always the right direction.
// the five principles
Simple — works at any size, easy to reproduce, nothing unnecessary.
Memorable — distinctive enough to stick after one glance.
Timeless — avoids trends that will look dated in five years.
Versatile — works in black and white, small and large, on screen and in print.
Appropriate — fits the industry, audience, and personality of the brand.
Shrink it to 16x16 pixels. Can you still tell what it is? Convert it to black and white. Does it still work? Show it to someone for three seconds then ask them to describe it. If they can — it's memorable.
// types of logos
Wordmark — the brand name styled as the logo. Google, Coca-Cola, FedEx.
Lettermark — initials only. IBM, HBO, NASA.
Symbol / icon — a graphic mark with no text. Apple, Twitter, Nike.
Combination mark — icon plus text together. Most common for new brands.
Emblem — text inside a shape or badge. Harley-Davidson, Starbucks.
For beginners: Start with a combination mark. Having both an icon and your name gives you flexibility — use them together or separately as the brand grows.
Pick five brands you interact with daily. Identify what type of logo each one uses. Then ask yourself — does the logo feel right for that brand? Why or why not? Write down one word that describes the feeling each logo gives you. That feeling is intentional.