The logo can be anything you like. Some logos have been created by a large agency for thousands of euros, and are the result of extensive research and months of back and forth. Most companies do not have the budget or the need to make such a large investment in logo design. Smaller makers can make their first logo using a generator or have it done half-heartedly by their neighbour’s clown. This too can serve its function as a logo, and there are businesses and projects for which it is perfectly adequate.
However, for most businesses, the best option is a middle ground between the two, a professionally designed good logo that follows similar steps to the first, most expensive option, in a simplified and quick way. This also keeps the price affordable for most businesses.
Regardless of who makes the logo and how, they all tend to end up with relatively similar elements. Text-based typographic logos are the most common, but icons, emblems and crests and mascots are also used, for example, with varying degrees of detail. Once you know these basic basics, creating and commissioning a good logo is much easier.
Text is, of course, the main part of a text-based logo. This type of logo is generally built around an existing typeface or font. In its simplest form, all you need to do is choose a font you like, spell out your business name in it and you have a text-based logo.
For a text-based logo to be really good, you need to start looking into the details before you even start looking for a specific typeface. What does the company that needs a logo do? What message does it need to convey? What impression do they want to make? What are the company’s objectives? Finding the answers to these questions and many others can help you to identify the basic filters from a very rich and varied selection of typefaces on which to base your choice. Should I use serif or sans-serif font? Or a handwritten one? Should the font be simple or stylised? Should the letterforms be conservative and traditional, or more playful?
Often, even after a long search, you can’t find the perfect font to use. In this case, it is possible to adapt an existing one or even create completely new letterforms specifically for the logo. In this case, it is possible to develop the logo into a separate typeface, which can become one of the main visual features of the company.
By playing with letterforms, combining letters and adding small extra elements, it is possible to create a very distinctive and personal logo. An example of this is the logo created for Hana, a dance studio focusing on k-pop in Tartu. For this logo, we had to choose star shapes that would convey the fresh energy of modern dance and Korean pop culture. The typeface used had to be adapted to some extent. The white Korean characters on the left side of the logo read 하나 or “hana”. As these characters were not available in the chosen font, they had to be created for it.
In the case of a text-based logo, the company’s business name can be written out at full length or, for example, as an abbreviation made up of prefixes. Companies or organisations with very long names, for example, may use this variant. NASA, NATO or the former EMT are good examples. You can also find an example in the form of the logo logokujundus.ee on the header of our own website!
These are the little blips and icons that we recognise within seconds in big brands. Apple’s bite-sized apple, McDonald’s “M” or even the purple badge of a Telia corporation are good examples. We can draw on these three to describe the different possibilities. In the case of Apple, the sign is obvious. The name of the company is an apple, so the mark can be an apple. But why has a piece been bitten off? Why is it in such a simplified shape? The McDonald’s logo was inspired by the roof shapes of fast-food restaurants and, of course, the first letter of the name. Telia’s approach is much more abstract and conceptual, opting for an icon that at first glance seems to mean nothing. However, it has become a recognisable, good logo that works without the text next to it.
A logo mark can be designed to work entirely on its own or in combination with a piece of text. A high-quality logo with both parts should be able to be used completely separately if necessary.
We won’t dwell on these in detail, but as the more robust subtypes of logos, they are worth highlighting. Such logos are often used, for example, by the automotive industry, sports clubs or organisations and institutions with a historical background. Some of the more famous examples are Harley Davidson, Starbucks or KFC. But it can also be used in situations where there is a desire to express the business and the character of the company in a particularly direct way.
An example of our own work is the logo for Koogilaegas, a confectionery company based in Viimsi. For Koogilaegas, the principle was that the logo should be used not only on the web but also, for example, as a sticker on cake boxes, so the company name and the logo should be compactly combined. Based on the company’s strong name, a sign was created that reflects the name in a literal sense.
You can find a summary of colours and their meanings on our Frequently Asked Questions page. However, it’s worth pointing out that colour choice often can’t be reduced to “what’s the prettiest for me”, although it too has its uses and possibilities. When choosing a colour, you need to take into account good contrast and colour psychology and the meanings of different colours, as well as, for example, whether a coloured logo can be reduced to black/white or shades of grey without losing its message and character. We always take this into account from the very first step when providing colour solutions to our clients. This is important from the point of view of a wide range of possible uses as well as from the point of view of, for example, accessibility and inclusive design, which we always take into account.
Fortunately or unfortunately, this cliché holds true for brands. According to the Siegel+Gale’s 2023 Brand Simplicity Survey 78% of consumers find brands that have the easiest customer experience and communicate their brand’s work in the simplest and most understandable way the most attractive. 64% of consumers are willing to pay more for a simpler experience. These numbers take into account the brand as a whole, but the logo plays its part. If your company logo, which is often your company’s calling card, signature and first impression, conveys to customers that your company is easy to do business with, that’s already an important step from interest to real sales. Of course, simplification should not be overdone. If you lose too much detail, you lose the whole character of the logo.
That’s why we try to keep our logo designs as simple as possible, while retaining all the essentials your business needs to stand out from the competition.
A good logo has been designed to work in as many different situations as possible. This means that it must be usable and easy to view on screens of different sizes, on a small business card or sticker, on a poster or even on a large banner along the Tallinn-Tartu highway, so that it will be remembered even when speeding along at 120 km/h. The logo must also be easy to read and understand.
This is where ready-made instructions for use of the logo, in the form of a simpler logo book or a more comprehensive style guide, come in handy, so that when using the logo you know exactly what size, colour combination and layout to use in different situations.
It is also particularly important to have vector files of the logo. What makes a vector file important is its ability to resize the logo without compromising quality. This means that the edges of the logo remain as sharp when printed at one millimetre as they do when printed at three kilometres. Here’s a little comparison of what happens when you stretch a raster image and a vector image.
We include vector files with every design job we do. No matter how simple and inexpensive. That’s also one of the big differences between using free logo generators, artificial intelligence or even Canva to make your own logo, and using a professional service. Free services rarely provide vector files. Of course, if you’ve managed to create a logo you really like with one of the free generators, it’s possible to vectorize it afterwards. We also offer a special service for this, which is cheaper than making a new logo.
You don’t need to change a good logo every few years. A good logo could last for 5-10 years, for example, after which it can be developed or adapted to new trends. Consistently using a single, well-made logo will help you stay top of mind with your customers. Again, having the same vector files is an important point. Often people have very good logos that they once made, but they simply can’t use them anymore because the files have been lost. Here again, vectorisation can help out, but sometimes an additional refresh is needed. We also offer a logo refresh and light development service at a slightly lower price than designing a completely new logo, which is a great way for a company to update its image.
So let’s sum it all up.
A good logo consists of a number of essential elements that ensure its functionality and visual effectiveness. Regardless of whether the logo is created professionally, with the help of a generator, or by the user, it must bring its different elements together as simply and effectively as possible. The most common forms of logos are text-based logos, based on a carefully chosen typeface, and logo logos (e.g. Apple apple), which are recognisable even without text. Emblems and mascots are suitable for companies with a historical or specific identity. The choice of colour is important to ensure contrast and to preserve the company’s message and brand story even when used in black and white. Simplicity is key to memorability – too much detail can be distracting, but too much minimalism loses character. The logo needs to be scalable (in vector files) and work in different sizes and contexts, as well as last for years to maintain brand continuity.
A professionally designed logo strikes the right balance between price and quality, providing solutions that ensure ease of use and long-term effectiveness.
If what you’ve read has made you think it’s time to order a new logo for your business, check out our services, choose the package that’s right for you, and we’ll make you a great-looking, functional logo that you can use anywhere, with no hassle. If you have any questions about what you’ve read, or if you’d like to order any of our other design services, contact us!
