The 5 key elements of a business logo

We are all exposed to branding and logos on a daily basis. Simply put, a logo is the signature of a business and is at the heart of any company branding. The purpose of a logo is to showcase the company visually, influence the perception customers have of a business and represent the personality of the brand.

As different as logos may look in style, they all include five key elements. Are you looking to create your own logo for a business venture but aren’t sure where to start? Stick around as in this blog we will cover the essential aspects of a logo!

1. Personality

Brand personality is a set of human characteristics attributed to a brand; having clarity on this will make your brand easier to be remembered and identified as it increases the chances of connection with your audience. This will also directly affect the other elements of your logo – as they will need to represent these selected traits.

One of the ways to define your brand is by asking yourself, if your brand was a person, how would you describe it? Is it modern or rustic? Is it masculine, feminine or neutral? Is it fun or traditional? Is it funny or mature?

To answer these questions, you need to consider a range of aspects in the business; our tip is to start with the product or service you offer - for example, child minders would be fun and youthful, while a law firm would be more traditional and serious; your target market; your values and the market you are trading in.

2. Colours

The colour scheme often has more meaning than simple visual appeal. Have you heard of the psychology of colours? This is how our brain perceives colours, which affects our behaviour and influences our judgment.

When designing company branding, especially the logo itself, think of what feelings you would like to evoke. For example, the colour red is often used to represent energy, passion as well as action. In contrast, colours such as green and blue are tamer and more peaceful. Colours such as black and white are the underlining colours in logo creation and are often the pillars for a successful design, both embodying sophistication and strength.

Other than the psychology behind colours, it’s also worth thinking of the contrast and design background when selecting your colour scheme as this layout will ensure your branding works in any situation without losing its integrity.

Table of colours and associated feelings, part of Pogo's blog about logo and colour psychology

3. Fonts

The importance of text and fonts within a logo design is also not to be forgotten. The font itself has its own identity and will help portray your brand personality. For example, Times New Roman is a more traditional font, while Verdana is considered a more modern style.

When using text within your design, it’s important to keep the copy short and sweet, as overpopulating the logo could mean it will not capture the attention in the same way a short snappy use of text would.

Examples of Verdana and Times New Roman fonts. Part of the Pogo blog about logo elements

4. Shapes

Shapes and geometrical structures are often included in logo designs throughout the business spectrum. They are used as icons and in some instances, or over time, are enough to identify the brand without the company name.

Shapes and images within logos should have a specific reason and carry a meaning that is at the forefront of the brands operations. A great example of shape usage in the business environment is the world-renowned Nike ‘Swoosh’, this shape has curved edges to symbolise sharp movement – perfectly representing the nature of Nike as a business.

5. Style


Google logo. An example of wordmark logo, part of Pogo's blog about logo styles.

This is when the logo is text-only – and reads the name of the business. It can be a modified logo or a complete unique typeface. Colour is used in the letters.


P&G logo. An example of lettermark logo, part of Pogo's blog about logo styles.

This is also text-only, but instead of the full word, they are initials only or abbreviation.


Olympics logo. An example of brandmark logo, part of Pogo's blog about logo styles.

This is when the logo is represented only by a symbol or icon. The name of the company isn’t present.

Combination marks

Amazon logo. An example of combination logo, part of Pogo's blog about logo styles.

This is when the logo has text and symbol.


Starbucks logo. An example of emblem logo, part of Pogo's blog about logo styles.

This is when the combination mark (text and symbol) is placed in the format of a badge.

Now that you know the main focus points to consider when creating a logo, you’re ready to put the knowledge to use and create the perfect design considering these 5 key elements, good luck!

Hey, we just wanted to let you know that we've transformed this blog into a cool presentation, check it out on SlideShare.

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