Brand Logo Design

What is a logo?

A logo is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.

Logos really matter. It is often the first point of contact between your business and the rest of the world. And that’s including any industry colleagues, prospects, leads and customers.

If people connect with your logo then that’s the first key step towards establishing brand engagement and, perhaps, an ongoing relationship. 

Whether you're developing an all-new brand or considering a rebrand, there are fundamental questions that you need to consider.


Taking a step back

It’s essential that you take a step back and look at the bigger picture and how your current or new brands will fit within the competitor landscape. Your creative agency should facilitate and walk-through the following points:

  • What are your objectives for your brand?

  • Who is your target market? 

  • What are your company values?

  • What’s your business proposition?

  • What buzzwords do you feel reflect your brand style? Modern, funky, professional, corporate etc

  • If your brand was a car then what would it be? A reliable German Audi in grey or a more creative BMW Mini in red?

  • Carry out a brand review of your top 10 competitors

    • Create an Ansoff matrix of how distinctive your competitor brands are

Once you have these questions defined and agreed, then you will have the foundations of a creative brief.


Logo concept development 

Your agency should develop a series of creative ideas based on a detailed rationale. So many companies create a pretty picture but the brand must tell a story.

Another great recommendation is to present a shortlist to a few current clients and or new contacts through a qualitative research firm. This will get you some candid feedback to base your decision on.


Simplicity will be easy to remember

The simpler the logo, the more your audience is going to be likely to find it easy to remember. Memorable logos tend to be the most successful because they are always instantly recognisable. Aim for a simple, pared back logo that tells the key story of the brand in a glance.


A representative logo

Typeface, size, arrangement, use of symbols and acronyms could all be factors in your logo design. Each one needs to be carefully considered in terms of whether it is appropriate for the brand it represents and the audience it’s trying to reach. In particular, look out for any potentially negative associations, such as acronyms that spell swear words, to avoid in the logo.


Mark the differences

Your logo needs to stand out among competitors and it’s often the small details that can do this. If your competitors are all using symbols, bright colours or a specific font, steer clear of any similarities and create something that is completely unique instead.


Logos don’t have to be literal

Some logos do work as a literal representation of a name or activity (e.g. Shell oil) but you don’t necessarily have to work on that level. Meaning is often added afterwards and associations between your logo and business activities can easily be formed later on, no matter how separate the two may initially seem.

Symbols aren’t everything

Your logo may work just as well as a simple word or couple of words; you don’t have to spend hours agonising over an image to go with them.


Logo testing

A good logo designer will give you examples of your potential new logo in situations where customers are likely to see it. That could be on packaging or posters or even on social media. The more context you see, the stronger the sense you’ll get of whether the logo is likely to work.


Logo Design Agency

Storm12 have been designing logos, brand elements and marketing collateral for over 20 years, and have an experience team of designers to create, collaborate and captivate your audience with designs for your brand and logo. Get in touch for a free consultation to access the possibilities.


Logo design examples

If you are looking for some examples of logo design we have done for clients, have a lool at our design portfolio, but we are happy to pick out some relevant examples just for you, if you get in touch and let us know your situation and we can arrange a chat - simple as that!


Logo Fun

If you are just browsing and want a bit of fun - have a look at our Logo Colour Quiz or Logos that will make you laugh.



Who we've worked with


Mezzanine International


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