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A logo (your brand identity) should be the centrepiece of your branding strategy. It defines your brand’s emotive qualities that underscore who you are as a business. A well-designed logo can create loyalty through simplicity and memorability.

When designing a logo, you need to make sure it will represent the business in the right way. But above all, we need to keep in mind the simple principles that determine the versatility and viability of logos. You need to factor many variables including:

  • How the logo will look on products
  • How it will appear on advertising and marketing materials
  • How it will tie your other branding collateral together
  • The thoughts and emotions someone feels when they see your logo

Below are the common types of logos  your branding agency may work with.

Letter mark

A letter mark is a typography-based logo that’s comprised of a few letters, usually a company’s initials. The letter mark is all about simplicity. This type of logo is great for businesses whose name is too long, hard to pronounce, hence shortened to form the letters.


A wordmark is a text-only typographic representation of a logo which involvse the creative arrangement and modification of words to present a visual identity for a brand that will hopefully leave a lasting impression.