The Art of logo design: Strategies for crafting a lasting visual identity

How to design a logo which is something unique and emotive giving to the people a reason to care about the brand.
February 2023 · 2 mins read

by Roman Kamushken

Are you looking to create an original logo that captures the essence of your brand, sets it apart from the competition, and creates an emotional connection with your customers?
If so, then get acquainted with several principles helping to avoid falling into the trap of relying on clichéd design approach. Learn about the common logo design tips for creating a visual identity that stands out from the crowd.
It's easy to fall into the trap of a cliche, such as a brick icon for a building contractor or a kitchen accessory for a restaurant. But a logo should do more than simply communicate what a company does. It should capture it's values, giving to the people a reason to care about the brand.
Whether you're a graphic designer, a marketing professional, or a brand design agency, this guide will help you design an original logo that is both visually appealing and effective in conveying the principles and identity of the brand.
  • Avoid logo design clichés and create something unique and non-standard.
  • Focus on fonts to convey a sense of professionalism and quality.
  • Consider the context in which a logo will be seen.
  • Incorporate symbolism to convey a brand's values and story.
  • Showcase with mockups to illustrate how the logo will be experienced.

Know your brand

Before you start designing, take some time to get to know your brand. Research the brand's mission, values, goals, and target audience. Read through any existing brand guidelines. Look at their competitors, what they are doing well, and what could be improved.

Ask your client for some analytics, talk to stakeholders to get a better understanding of the brand and what they are trying to achieve. Look at other logos in the industry; this can help you come up with creative solutions and avoid cliches.
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Think beyond imagery

A logo is more than just a picture, and it doesn't have to include an image or symbol to be effective. Think of iconic logos like the Nike swoosh or the Apple logo — both are simple and effective, and neither is reliant on a product-specific image.

Instead, they communicate values and create an emotional connection with their customers. Consider ways to capture a brand's essence without relying on a literal representation of the product or service.
Material UI Kit Built with Next.js and Tailwind CSS
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Focus on fonts

A powerful logo should communicate something about the brand, and fonts can be a great way to do that.

Consider using a bold, modern font that expresses the brand's personality and values. If a brand is all about fun and creativity, look for a font that translates such a message through it's shapes, curves and the mood. For representing reliability and professionalism, a more traditional and structured font may work better.

Select the typeface carefully, as it can be the first thing a customer notices about the logo and will shape their first impressions of the brand.
Material UI Kit Built with Next.js and Tailwind CSS
Regardless the logo for Binghamton Whalers may look like "W", "H", or "B"; people are highly grading such a logo design considering this branding definitely in their Top 5 sports logo list.

Consider context

Logos don't exist in a vacuum — they exist in the real world, whether that's on packaging, a storefront sign, or a billboard. Consider the context in which a logo will be seen and create something that fits such a space.

For example, a logo that looks great on a manufactured item may not translate well to a website, or storefront sign. Think about how and where the logo will be experienced in it's intended context and design something that achieves the brand's purpose.
Material UI Kit Built with Next.js and Tailwind CSS
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Play with visual hooks

If a logo does need to include an icon or image, it doesn't have to be a literal representation of the product. Look for creative ways to incorporate visual hooks that convey the brand's values and story.

For example, Hot Wheels' logo cleverly incorporates a hidden tire in the letter "O", conveying a sense of speed and power. Try to incorporate visual hooks that are subtle but still capture the essence of the brand.
Material UI Kit Built with Next.js and Tailwind CSS
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Showcase with mockups

Mockups are a great way to get creative with logo design and show how it will look in the real world. Rather than presenting a logo in the middle of a giant white square, simulate a world around it on packaging, a storefront, a banner, or a billboard.

This will help to illustrate how the logo will be experienced in its intended context.
Material UI Kit Built with Next.js and Tailwind CSS
Duff beer fictional rebrand. Having a bit of fun with a project that's been in the sketchbook for a while.


Through thoughtful logo design, designers can create a lasting visual identity, one that conveys the brand's essence and stands out from the competition.

Let's summarize the crucial points:

  • Think beyond imagery and focus on fonts.
  • Consider the context in which the logo will be seen.
  • Incorporate symbolism that conveys the brand's values and story.
  • Get creative with mockups.
  • Avoid clichés and create something unique and impactful.

If you'd like to learn more about logo design and stay up to date on the latest trends and techniques, be sure to subscribe to our newsletter. You'll get the latest tips and tricks, design inspiration, and more delivered straight to your inbox.

Cover image credit: Ramotion Inc., Dribbble
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