The image of a company is an extremely important element, a conduit through which the style, values and character of the brand are communicated, which is why it is vitally important to have an emblem, symbol or distinctive that represents it.

The main function of a “logo” is to give identity to a person, company, brand or association. As designers we must be able to capture the concepts of our clients and materialize their values as a company in a recognizable and effective element, which has what is necessary to stand out in the market.

In terms of design, the “logo” is the main graphic representation that will identify the image of a company; for this visual element to be created with the best style and coherence, you must first know the following:

It’s commonly called a logo, but it’s really just one of the types that exist. Depending on its conformation, it can be an isotype, logotype, imagotype or isologo.

We explain what each one is about.


It is the symbolic pictogram of the brand, it works without the text (name) and it is easy to identify.


Represented by the brand name, the main elements are the text and the typography.


It is the combination of isotype and logotype, that is, the combination of text and symbol.


It is the union of pictogram and text, but unlike the imagotype, they do not work separately.

Why is a logo important for a company?

It does not matter if a company has a quality service, uses great content marketing strategies or has the best work policies, without a logo that defines, represents and expresses its values; it is destined to remain anonymous.

However, creating a logo is not an easy task. Just go to the internet and see that there is a logo and LOGOS. The first are those that do not aspire to more than being the seal of a company, while the second are the representation of the company in a single image.

But why does one logos stand out over others? Or more importantly why should they? It is as simple as entering your Instagram or Facebook and seeing the amount of advertising bombardment we receive per day.

Even if you take a walk through the center of your city, you will notice the amount of advertisements, posters, advertisements, etc., that are on the street to realize that a logo must compete and convince consumers that your company is better, than all those that you are also seeing.

This makes something clear to us and that is that in the design of the logo it must include much more than an icon and color. The essence of the brand must be contained, where the company and the consumer are identified. But how do we achieve this? Here are some key elements to consider for creating a logo that makes its way into your own market.

Elements to consider when designing a logo

Once you have identified the types of logo, consider the following tips that you can apply when designing a “logo” for your clients.


“Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.” Dieter Rams

It should be easy to remember, its characteristics make it quicker and clearer. Its simplicity makes it more attractive and eye-catching.

Another basic element for a good logo design is that it should be able to make a good first impression (it is the first that counts, and then it will depend on the quality of the business or product). This should have a lasting effect on the minds of the viewers.

A memorable logo already achieves half of its goal. Well, to make it memorable, the design must be very consistent in the use of color schemes and, importantly, it must be unique. It should also be simple and used whenever possible (precisely to identify and position it).


“Socrates said, “Know thyself.” I say, “Know thy users.” And guess what? They don’t think like you do.” Joshua Brewer

Creating new ideas may sound simple but it is a task that requires a lot of creativity; do not despair and above all, do not be afraid: jump out of the conventional, take risks and do not limit yourself.

A logo must be relevant to the business; it should not make the wrong impression or create the wrong expectations for the customer.

A logo with a design well thought out and appropriate, should be able to reflect the business environment, therefore, you should avoid using colors or font styles that do not match. Remember that colors are vital in a logo and should reflect the nature of the business or product.

Focus on users

Get to know the audience, investigate their personality, lifestyle and preferences, in this way you can offer a design with which they feel more identified.

Context and style

Keep your logo renewed; generations change and demand innovation in the consumer experience, it is important that your brand advances over time and remains constantly updated, the design of your logo must be attractive to your new consumers.

Color and typography

They may be, perhaps, the most important elements to take into account. It is the colors that can generate more emotions and create a stronger bond with the followers. For its part, the typography will speak of the style of the company, such as how formal or fun it can be.


“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”  Lindon Leader

How many times have we heard this phrase? And why not apply it to our designs? Reduce all your elements to a minimum and discard what is in your way. Try it, you can create incredible things, just do not forget to take into account the concept of the brand, it must be in total coherence with what you want to communicate.

I hope you liked it and that it helps you solve your problems with creating logos, but you will see that doing things with passion for your work, you will do it wonderfully.

Now that you know all these elements, you can create a custom logo that stands out from the crowd, but above all that is functional, that meets the necessary elements to be the ideal identifier for your brand. Don’t forget, an image says a thousand words, use it to your advantage!