What is a Logo? Understanding the Importance and Definition

TLC Logo in black, blue and orange. A simple beautiful button shaped logo shape and brand color. What is a logo? This is a logo to us

So what is a logo, exactly? Well, to me it means everything. Its all I do and have been doing for 24 years. One could say its my life and my way of living. What is a logo is a good question and for most businesses its the start of something good. The beginning of the business and a lot depends on the logo. 

When you come to me to order a logo, you have either just started your business or you have an established one and you need to re-vamp your design or perhaps buy stationery design or a website to drive your business forward.

Regardless of your motives, you will need a logo and to have the best chance of getting a good recognisable brand, your first need to know what a logo is. Let’s dive into this fascinating subject. 

What Is A Logo And The Importance of Logos

Historically, logos have been an important aspect of human communication for centuries. It’s easy to take a look at the  cave paintings and the scribbles we see there and bring it all the way up to the modern day branding.

In fact, logos have been used to represent a variety of things. Surprisingly perhaps, in ancient civilizations, logos were used to represent gods and rulers. But what is a logo today? Well actually, they are used to represent companies and brands. A bit like their badge, their symbols if you like.

Above all, and this is important to remember, the importance of logos lies in their ability to convey meaning without words.  Furthermore, a logo can tell a story, evoke emotions, and create a brand identity. Just take a look at The Logo Company. TLC for short which is short for both The Logo Company and tender loving care. Clever isn’t it? Not that is was the plan to start with but it became that way much further down the road.

More so, throughout history, logos have served as a powerful tool for communication and have helped shape the world we live in today. Yes, what is a logo? Well, now you know its very very important. But what makes the elements of a good design then? We will get to that a little later. 

Elements of a Great Logo

What is a logo.Illustrated Peninsula Pork Company retro logos. The circular logo consists of a pig, a hen, the sun, a fence and a tree.

So, understandably, a strong design is crucial for any business. More importantly, it is often the first point of contact between a company and potential customers. So if you need to impress your customers and make them buy something, then you need a good creation for them to feel that you can be trusted. 

In my opinion, and in others, a great logo should be simple, memorable, timeless, versatile, and appropriate. Sounds simple but its actually not that easy to achieve.

Of course an advantage of a simple design is that it is easily recognizable. The second important element is that  the design should stand the test of time and be easily adaptable for different purposes. The dimensions of the design is thus crucial so that you can easily adapt it to all sorts of different packaging or what ever it is that you need. 

Third element to consider is the all important versatility. If you scale you logo down it should still be easily spotted and recognised. For example if you make your creation black and white, people should associate the brand image with your company. Regardless of size and color.

Finally, your graphic design should be appropriate for the brand it represents. What is a logo that is appropriate I hear you ask? Well, showing your values and what your dreams are.  

Therefore if you combine these elements then you can  create a winning logo that stands out in any context in any language.

What Is A Logo Design Dos and Don'ts

Since a logo design is an essential part of any company’s branding and marketing strategy then you will need to be better at knowing the do’s and don’t when you create one that is right for you.


After all, it can be tricky to get it just right.


Here are some dos and don’ts to keep in mind:



1. Keep it simple and memorable. You want ot be remembered, right? 
2. Use vector graphics for scalability. Best way forward.
3. Choose colors carefully. Pick 2-3 that you look but not too many.
4. Make sure it’s legible. Can your friend see what it says, then you’re good. 
5. Consider the context and medium the logo will be displayed in. Are you adding it to coffee cups or just on your business cards? 


1. Rely on trends. Think more ” in the long run”.
2. Use too many colors or fonts, very tempting I know
3. Copy someone else. Absolutely not. 
4. Make it too complicated. Ask other people’s you might not think its too complicated.
5. Use low-quality images. Resolution will be low and it will look bad. 


It will be useful for you if you try to follow these dos and don’ts as this will save you time and money. 

The Psychology Behind Logos

Now we have come to the part where I want to talk about the psychology behind logos. What is a logo and what is behind it? First of all,  logos aren’t just designed to be aesthetically pleasing. Actually, they have a psychological impact on consumer behavior. I know, that is a powerful fact.


In fact, some of the world’s biggest brands rely on hidden elements within their logos to communicate their message. But what are these hidden elements? 

Color and the color emotion guide plays a crucial role in what is a logo. For instance, blue conveys trust and professionalism, while red evokes passion. The actual logo shape is another important consideration, with circular logos suggesting community, unity, and protection. However, square ones are more for stability and balance. Typography is also significant, as font choice can influence how a brand is perceived.

Companies often hire expert designers like ours at The Logo Company to envision and create the perfect image. By tapping into psychological design principles, graphics can effectively communicate a brand’s identity, values, and message. Whether it’s a subtle hidden message or an overt representation of a company’s mission, the psychology behind graphics is a powerful tool in the branding world.

How to Create a Memorable Logo

The design hatch is a multi colored egg shaped logo. Very memorable design

Now that you know what is a logo, you need to know a bit more on how to create a memorable one. I would say that above all, creating a memorable one requires careful consideration of key elements such as color, typography, and imagery. But most of all, you have to love it. It’s your image and if you dont feel it represents your company then colors or typography are just words. 

To run a company requires passion and it all starts with the logo. So don’t forget to open your eyes and add your personal touch. Give your own input. 

Just start with brainstorming ideas and sketching out rough drafts. A  lot of client send me a document with hand-drawn drafts of things that they like and that is so good. Then my designers will have an easier time to understand what a it is you are trying to create.

Secondly, let me know  which colors you like. Test out color combinations and font styles to find the perfect fit.

Try to think about what kind of emotions these colors give and what it says to you. Ask some friends what they think. Of course, simplicity is often key to creating a memorable design. Cluttered designs and decorative fonts are usually not the greatest combinations. 

The Origins Of The Logo Company

The he origins of what is a logo for Then Logo Company. A lightbulb and the font with a blue letter O and an orange second letter O

The Logo company was founded in 1999 by Simon and Linda (me). The idea came from Simons passion for graphic design and anything that had to do with digital drawing.

In the beginning Simon and I started by offering logo design services to anyone online who wanted a brand image for 50 dollars. Not a lot of people knew what is a logo and we got many questions about that. We entered a few competitions and started up the business. It was built up step by step. Every year making a little profit to eventually expanding.

Today, the company has a team of talented designers who specialize in creating unique designs for businesses of all sizes. What is a logo for us today ? Well, it means everything as we are very  proud of what we do and our new and returning customers still give us enormous amount of happiness.

The company has won multiple industry awards and has been recognized for their commitment to client satisfaction. Take a read in Wired or The Wall Street Journal  or even in the Entrepreneur.

Despite our growth, we remains dedicated to their customers and resellers. Most importantly, providing personalized attention to each client and delivering top quality designs that exceed expectations. Making dreams come true basically. 

Tips for Logo Placement

Of course it’s important to place the logo right. A  few tips will make it easier for you to make the right decision.

  • 1. Keep it simple: First of all, avoid a cluttered placement. For instance this can be distracting and ineffective. 
  • 2. Consider placement on business cards and letterheads: Secondly, these are key areas where your logo needs to be placed for maximum brand visibility.
  • 3. Match your logo to the brand personality: Not to forget that the placement should match the personality of your brand. Are you a fun company who wants a caricature or are you a corporate business that’s needs a simple one? What is a logo for you? 
  • 4. Fourth advice, experiment with placement: For instance, your design can be placed on all sorts of stuff from pens to car magnets. Therefore  do experiment with different placements to determine what works best.
  • 5. Use High-Quality Digital Assets: Lastly, when placing your image, ensure that you are working with top quality digital assets. This will keep your design looking sharp and professional across all mediums.

The Role of Colors

When it comes to what is a logo, you soon realize the importance of colors.  Emotions and feelings are all involved in seeing a color. First impressions counts and some color combinations are just not great. Like for example purple and red.

For instance, red represents energy and passion while blue evokes feelings of calmness and trust. How you use colors can also differentiate your pizzeria  from another. Take, for example, McDonald’s golden arches, which is instantly recognizable anywhere in the world.

Similarly, the iconic green color of the Starbucks logo represents the brand’s commitment to sustainability and the environment. In short it is important to pick a color that you think best represents your brands personality.

Trends to Watch Out For

It goes without saying that everything evolves with time and it’s no different for a logo.


Here are five trends to keep an eye on:

1. Minimalism – simple and clean designs that shows a clear message
2. Geometric shapes – incorporating shapes and patterns for a unique visual 
3. Vibrant colors – using bold and bright colors to make a statement
4. Hand-drawn elements – adding a personal touch through hand-drawn illustrations
5. Negative space – using negative space to create gentle yet clever designs

Now that you know what is a logo and what trends to watch. Then don’t be afraid to experiment with these techniques and find what works best for you. What do you like?  Remember, this is the foundation of any strong brand identity. Therefore create something that you are proud of. 

Wrapping Up

To put it simple a logo is made of dreams and passion. For me it started many years ago and my dedication and passion for graphic design is still going very strong. You need one to stand out, be remembered and to create a brand. Most people start their company by creating a professional image  and that is the right way to start. 


So, if you need some advice then let me know. 

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