How to Choose from 4 Types of Company Logo Designs


A logo is the face of your business. A memorable one can create instant recognition for your brand, establish your credibility as a leading provider of your product or service, and help you stand out in the marketplace.

You have to weigh many variables when considering the look of your logo. It needs to communicate what your business sells, as well as who you are as a company, what you stand for, and what consumers should expect from you. The colors you choose and the overall design must speak to consumers on multiple levels.

If you’re diving into logo design, you may be unsure where to even begin. Start with the basics and gain an understanding of the four main types of logo designs. Here are four types of logo designs to consider with examples of logos we’ve recently designed:

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Brand Synergy

A comprehensive marketing plan is like an artfully designed tapestry. Each strand of color represents a different initiative or tool, and each should work in the pattern to create something grander than itself. When you weave those threads together masterfully, placing each in exactly the right spot, even the most seemingly opposite colors (initiatives) can work well together.

If your website, social media, and digital advertising are the threads, your corporate logo should be the pattern that brings everything together visually. It’s particularly important that your website design echo the color, typeface, style, and imagery you use in your logo design. Visual consistency across two of your key marketing tools helps establish and maintain brand consistency. What’s more, while many aspects of your marketing plans will be fluid — such as the content on your website, promotional campaigns, and social media posts — your logo design will remain the stable foundation on which you build your brand’s “look.”

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Embracing the Inner Entrepreneur in All of Us

Kris White_Schlemmer Bros

Kris White comes across as quiet and unassuming, but his story is as deep and rich as any entrepreneur I’ve chronicled over the last few years. The retail manager of Schlemmer Bros. Hearth and Home in Wabash basically created his own position and through determination and a complete lack of fear and brought the 113-year-old company into the digital age by forcing himself to learn mobile marketing.

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It’s somewhat surprising that a simple image and a couple of words can be such a big deal, but studies show a well-designed logo can significantly impact how customers perceive your brand.

Company logos that work to express a brand’s symbolic function or sensory benefits boost customer commitment to that brand and further revenues, says recent research by MIT Sloan Management Review.

Multiple factors are involved in that cause and effect, including the human brain’s increased responsiveness to (and better memory of) visual images over text. That means you come out ahead when your target audience can absorb positive connotations about your company in one glance at your graphic symbol. As such, the goal for your logo is to condense your key attributes in an understandable and memorable way that stands out from the competition, using elements that work well in different sizes and mediums. The best logos have instant impact and make their point quickly while they’re in a consumer’s sightline.

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Mobile Apps Webinar

by Tori Tsu
Tori Tsu

Last year, more people accessed the internet on mobile devices than via desktops, according to ComScore. Mobile users spend a whopping 86 percent of their mini-screen time in apps, Flurry Analytics says. They’re not just playing games or checking their bank balances, either. Consumers are using mobile apps to find businesses, learn about their offerings, participate in loyalty programs, make purchases, track orders and voice their opinions on social media.

Apps are now a critical communication channel between consumers and businesses. The costs of not having an app now far surpass the costs of developing one. If your small business doesn’t have a mobile app, you’re missing out on some powerful marketing, selling and customer service opportunities.

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The Colors of Success

Even the simplest logo can pack immense branding power — and require a high level of complexity to create. Numerous critical considerations factor into logo development, from the corporate identity the logo is intended to convey to the color choices that best fit that identity.

You can reference tons of marketing research on the impact of color on consumer choices, and spend thousands of hours considering your options and conferring with professionals. Yet for all your preparation, success or failure may still come down to serendipity.

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Mobile Apps on the Rise

Mobile apps have become ubiquitous and you probably rely on several to make your life as a small business owner easier and more efficient. Yet for small business owners who run streamlined budgets, it can be difficult to fully grasp how important it has become for every business, regardless of its size, to have its own mobile app.

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6 Must-Have Benefits of Strong Branding

Every company dreams of having a strong, recognizable brand that dominates the market, but this takes time and effort to achieve. Good branding goes beyond just a memorable logo. A strong brand not only increases the value of a company but also provides direction and motivation for each and every employee.

A company’s brand is everything. It includes the company’s reputation, people’s perceptions, advertising and logo. When all of these parts work well together, the overall brand is healthy. But we all know of companies where this isn’t the case. For example, a company could offer excellent products yet still have a tarnished brand due to poor customer service.

When all of the pieces of branding come together, your company will reap the benefits of a strong and healthy image. Let’s take a look at some of the benefits of a solid brand:

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How to Create a Brand Voice

June 28, 2016

“Who are these people?”

Comedian Jerry Seinfeld humorously made that simple question famous in his eponymous ‘90s sitcom. Today, the question could apply to a lot of the marketing we see circulating around the Web. Too often, businesses fail to clearly communicate who they are — making it difficult for consumers to “click” with the brand. It’s an issue that can affect companies of any size and in any industry, and it’s wholly solvable, even if you’re a small business that doesn’t have the marketing budget of Apple or Nike.

When consumers interact with your marketing content, whether online or in the real world, your brand voice is how they will know who you are, what you sell and what you stand for as a company. Successful marketing depends on clearly defining your voice and consistently communicating it across every type of content marketing you do.

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Ways to Scale Revenue with a Small Business Loan

by Linzi Breckenridge
Linzi Breckenridge

There are many ways to finance the cost of starting and running a business. Do you tap into your 401(k)? Raise money from family and friends, or take out a loan? Getting to the answer that is right for you and your business can only be found through careful planning and research. To help you with this research, we’ve partnered with our friends at Kabbage to help you evaluate the option of a small business loan and ways to put the funds to good use.

As with any financing option, when taking out a loan, it’s important to make sure you have a solid plan in place so the money you’re borrowing will help your business grow. In a recent blog post from Kabbage, they discuss seven ways to scale revenue if you need to take out a loan. Here are a few to consider:

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