It is just a logo, right?
I have heard that statement many times, so I think it is time to address it.
The simple answer is both yes and no.
First logo, then the world
Many people think a logo should be one of the first things to acquire when you start a business, as if the mystical force of graphic design will instantly legitimise your new creation in the eyes of the public and, partly, in your own. Because let’s be honest, we all sometimes crave that confirmation that we’re doing something real.
They say never say never, but in this case—backed by nearly two decades in the field—I mean it: a logo should never come first. Logos have a habit of sprouting from the enthusiasm that launching a business creates. One of the first rules of business, though, is to keep your emotions cool and put your rational, calculating hat on.
So, before you start discussing the logo, visual identity, branding, and all that gloriously creative stuff, investigate your business to its core. I know you know your business best, but dig deep and put it in writing. Answering questions about what you stand for, who you’re speaking to, why they should care, and how you’ll deliver on your promise is the most important part of teh process called brand discovery. This is fundamental work that should never be sidestepped, even if this is a rebrand. The outcome of it becomes the starting point for any future business development, including graphic design.
My role as a graphic designer is to make you look good, whether it’s just a logo or a full, bespoke visual identity. To do that, I need to know your business, the people you want to attract, and your vision for the future.
Logo and its friends
At first, a logo can seem like a simple graphic element. As your brand grows and interacts with your audience, that small emblem takes on a new dimension. It moves from ornament to a symbol of recognition that sets you apart. It becomes a mark of quality, carrying the promise of a positive, consistent experience.
A well-designed logo plays a crucial role, but it relies on the rest of your brand to reach its potential—and it relies on you to deliver. No matter how good the logo or visual identity is, it means nothing without follow-through on the business side. So yes, a logo may start small, but it grows in value as your brand grows.
A common misconception is treating a logo as ‘the branding’. In reality, it’s a key component of your visual identity, which sits within your wider brand. Build a strong visual identity around your logo, and you’ve got a Swiss-Army-knife toolkit for communicating your essence and making a lasting impression.
On the practical side
There are many types of logos. The right choice for your business will come from the discovery work I mentioned and, of course, your preferences. Deciding what works is a process of elimination and curation, but committing to it brings you something timeless and organic. When it’s decision time, trust your gut—but check it against the requirements we set in discovery. There’s a happy middle where your vision meets your audience. I’m certain of it.
Here’s a quick rundown of the main types of logos:
Wordmark: your business name designed in a unique way using distinctive typography.
Lettermark / Monogram: initials or abbreviations turned into a logomark.
Combination mark: text and logomark used together.
Emblem: text contained within a badge or crest-style mark.
The creative process is exciting, and it’s easy to get swept up in it, but the key is staying anchored and practical. Your logo should be simple, relevant, distinctive and—perhaps most importantly—memorable. Pay attention to the details, focus on balance and make sure it’s easy to use across formats and sizes. When commissioning a logo, look for a designer who appreciates the value of strategy, audience, and core idea. Don’t settle for a decorator. A logo doesn’t give meaning to your business; it’s your business — and how you conduct it — that gives power to your logo.
Sorry, but it’s the other way around
As much as I appreciate that brilliant design has a gravitational pull, the truth is that without function, roots in data, and the backing of a strong brand that delivers on its promise, it’s just a meaningless ornament. So rather than piling pressure onto one small graphic, focus on your brand as a whole. Treat it as a living thing that needs to be maintained and nurtured. This is where your visual identity and logo gain their power. With time, that approach will return your care in the form of recognition and a strong position in your sector.
A logo doesn’t give meaning to your business; it’s your business — and how you conduct it — that gives power to your logo.