Logo Basics: The SNMD Guide to Branding

1 - The logo is for your customers, not just for you.

When reviewing concepts, keep your dream customers in mind. What would they think of this design? Would they relate to the look & feel or would it deter them from engaging with your business?

2 - Logos come in all shapes and sizes.

A logo is a singular mark that represents a company, group or organization. Logos can be made up of an icon or wordmark but is usually a combination of both.

Our designers follow a modern practice of designing a comprehensive Logo Suite that includes a variety of arrangements, colors and file types to fit different needs. We aim to prepare you for every situtation.

Types of Logos:

  • Icons – a symbol to represent your brand (Apple)
  • Lettermark – Abbreviations or acronyms (Disney)
  • Wordmark – The company name (Facebook)
  • Combination – Mix and match a lettermark or wordmark with an icon
  • Emblem or Badge – A combination of icon with text embedded, like a vintage patch

So, you have your finalized logo concept. Now how do you use it? We will provide you with an entire suite of the options and file types so you have the right file type for the type of application.

Common File Types:

  • JPG – The smallest file type. Best used singularly on websites or social media.
  • PNG – Allows for background transparency so you can layer over an image.
  • EPS – A vector graphic. This means it can be scaled up and down without losing quality. Use this version for crisp quality or large format ads (billboards, posters, etc.)
  • SVG – Also a vector. Commonly used for logos on websites.

There you have it! Now you’re prepared to start your logo project.