Branding Basics: Logos

By March 10, 2017Building Your Brand

techteam logo favicon iconSymbolism has never been more important. With the rise of mobile browsing and reduction in screen size, more and more companies are relying on their logos instead of their names. Twitter is that little blue bird. Facebook is a stylized “F.” Amazon a lowercase “a” with a curved arrow. Apple has a bite taken out of it. In today’s online world, if you don’t have a logo, you don’t have a brand.

You are your logos

You might have room on your storefront or company car to display your brandname, but online you need something shorter. Something visual. Something that can still be clearly defined when it’s reduced down to a 24×24 pixel avatar on Twitter.

The right logo will become synonymous with your brand. Choose well and you’ll never have to introduce yourself—your logos will do all the talking.

The cost of getting it right

Big companies spend big bucks on their logos. Pepsi’s red, white, and blue circle cost it $1 million in 2008. In 1997, the BBC spent a $1.8 million on its logo: three black blocks with the letters in plain capitals. BP’s green and yellow starburst logo cost $211 million.

That doesn’t mean all logos have to be expensive. Google’s logo was created by founder Sergey Brin using free software. Coca-Cola’s was handwritten by a bookkeeper. Nike paid $35 for their Swoosh. Twitter bought their iconic blue bird from a stock photo site for the price of a sandwich.

Picking the right style for your logo

The most important thing is getting the logo that suits your brand best. It can be a stylized shorthand for the full brandname, like Amazon or Facebook. A symbol, like Apple or Twitter. Or simply a pattern, like BP or Pepsi. Whatever it is has to represent your business, perhaps forever. Company logos are part of a brand’s heritage. While businesses rebrand periodically, most acknowledge earlier logos in the redesign.

Color and shape matter. It wasn’t by accident BP picked green and yellow. Those colors have connotations of nature and ecology—important subliminal messaging for an oil company. Dark blue and orange are often the colors of business, so it’s no surprise FedEx chose them.


blue company logos twitter internet explorer unicef hp

Simplicity is also important. As well as appearing on company websites, and as offline branding, logos also have to become your stand in on social media. An elaborate design that looks beautiful on the side of a building won’t work as well as a Twitter avatar. The logos above don’t need an introduction, even though only one of them has the company name shown in full. These are the new hieroglyphs: your pictures have to do your talking.

Sourcing logos

Finding the right logo doesn’t have to be difficult. Here at we strive to match our clients with their perfect design. Skip the expense of hiring an ad company or graphic designer, or the hours spent scrolling through stock image sites. Talk to us today to see what we can do for you.


Finding the perfect logo can seem daunting, but getting it right will give your business an edge both on and offline. If you’re looking for help rebranding your logos, pick a plan and let’s friendly experts help.

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