Logo Design

Logo design is the art of creating a symbol, icon or mark that represents a company, organisation or brand. It is one of the most important elements of brand identity and plays a vital role in marketing, advertising and business promotion. A well-designed logo can help a brand stand out from the competition, communicate its values and mission, and build trust and recognition among its target audience.

Logo design involves a combination of art, science and psychology. A good logo should be visually appealing, simple, and memorable, while also conveying a message about the brand. 

How does the logo design process work?

The process of creating a logo typically involves several stages, including research, brainstorming, sketching, refining and finalising.

Research is an essential first step in logo design. This involves gathering information about the brand, its target audience, competitors and industry trends. The insights gained from research help to inform the design process and ensure that the logo accurately represents the brand's values and message.

Brainstorming is the stage where ideas for the logo are generated. This can involve mind mapping, sketching, and creating mood boards to explore different concepts and approaches.

Sketching is the stage where the ideas generated in the brainstorming stage are translated into visual concepts. This can be done using traditional sketching techniques or using digital tools like Adobe Illustrator.

Refining involves taking the best ideas from the sketching stage and refining them further. This can involve tweaking the design, experimenting with colour, colour schemes, and exploring different fonts and typography.

The final stage of logo design is the production of the final design files. These files typically include a range of file formats, such as vector files for scalability and web-ready versions for online use.

Logo design is an essential component of brand identity and plays a critical role in marketing and advertising. A well-designed logo should be visually appealing, simple, and memorable, while also conveying a message about the brand. If you're looking for professional logo design services, look no further than &Element. Our expert designers can help you create a logo that accurately represents your brand and helps you stand out from the competition.

What makes a good logo?

A well-designed logo can help a brand stand out from the competition, establish credibility, and build trust with its target audience. Some essential elements that make for good logo design, including the use of negative space, the golden ratio, and colour semiotics.

Negative space refers to the area around and between the elements of a logo. Effective use of negative space can create a sense of balance and harmony in the design, making it more visually appealing and memorable. For example, the FedEx logo uses negative space to create an arrow between the "E" and "X," representing the brand's focus on speed and efficiency.

Another essential element of good logo design is the use of the golden ratio. The golden ratio is a mathematical concept that creates a visually pleasing sense of balance and proportion. This ratio can be applied to various design elements, such as the size and spacing of shapes, the thickness of lines, and the placement of text. Many of the world's most recognisable logos, including Apple, Twitter, and Pepsi, use the golden ratio in their designs.

Colour semiotics is also an essential aspect of good logo design. Colours can evoke specific emotions and convey particular messages, and choosing the right colours can be crucial to creating a strong brand identity. For example, blue is often associated with trust, stability, and professionalism, making it a popular choice for corporate logos. On the other hand, red can signify passion, excitement, and energy, making it an ideal choice for brands in the food or entertainment industries.

Originality is a crucial element of effective logo design. A unique and original logo design can help a brand stand out from the competition and make a lasting impression on the audience. The logo should be different from others in the same industry and should communicate the brand's identity and values in a unique way. An example of an original logo design is the Twitter bird, which is both unique and instantly recognizable.

In addition to these elements, a good logo design should be simple, memorable, and versatile. A simple design can be quickly recognized and easily reproduced across different media, while a memorable design can create a lasting impression in the minds of the audience. A versatile design can be used in various contexts, such as social media, websites, and promotional materials. A good example of this is the Nike swoosh, a minimalist design that has become one of the most iconic logos in the world. A simple logo design ensures that it is easily identifiable and memorable.

Successful logo design is essential to creating a strong brand identity. Effective logo design involves simplicity, versatility, originality, and careful consideration of colour choice. At our web development agency, we have a team of experienced designers who can help you create an effective logo design that accurately represents your brand and speaks to your target market. Contact us today to learn more about our logo design services.

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How we do it

Planning and research


In the first phase, we work closely with you to learn not only what your requirements are but the reasons behind them. By putting ourselves in your shoes, we can truly understand the problems that need to be solved.

After an initial free consultation, we build a requirements document and build a breakdown of design, development and support needed along with the hourly required. We charge an hourly rate so we can scale up or down depending on your needs. Usually, we will provide recommendations on where we can provide the most value.

Once you’re happy with the quote, we’ll send the contract over and after receiving the first payment we’ll move over to the design phase.


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A selection of our favourite projects

Trusted and award winning

We’ve been working as a team for over a decade with hundreds of projects under our belt and multiple challenges and awards we have won. If you would like to learn more about our testimonials and awards click below.

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Ricky Brownlee

Creative Building Design Ltd

We needed a new redesign for our website to keep our online presence active. The &Elements team came into our offices, and we worked together on the requirements for the new website. A few days later, they came back with the design prototype, which after we approved we got our site up and running a couple of weeks later and it even works on mobiles now. Thanks guys!

Ruth Paton

University of Suffolk

We reached out to &Element to help us create the branding strategy for Entrepreneurs Forge, which is an immersive development programme designed to help personal resilience and economic recovery and growth in Suffolk. The team worked with us through many research sessions to build a brand that delivered to exactly how we wanted.

Peter Cochrane OBE

Ex-CTO of BT

There is nothing like a change of career for creating a tidal wave of disruption; and after decades of leading industry, I was ready for a change. This needed capable hands and minds, but serendipitously, I met Element Softworks! After working with them over 2 months we created my new brand and website. Luke and his team are the best I have ever worked with, and therefore come with my full support and highest recommendation.

Common questions about logo

Logo design is the process of creating a unique visual representation of a brand or business.

Logo design is important because it helps to create a unique and memorable brand identity that can set a business apart from its competitors.

A successful logo design should be simple, memorable, versatile, and relevant to the brand or business it represents.

The logo design process can take anywhere from a few days to several weeks, depending on the complexity of the design and the number of revisions required.

The cost of logo design can vary widely depending on the designer's experience and the scope of the project.

Your logo should be saved in a vector format such as AI or EPS, as well as a high-resolution raster format such as PNG or JPG.

The right colours for your logo will depend on your brand's personality and the emotions you want to evoke in your target audience.

The font you choose for your logo should be easy to read and relevant to your brand's personality.

Yes, you can trademark your logo to protect it from being used by others.

Your logo is effective if it accurately represents your brand and resonates with your target audience.

You should update your logo whenever your brand undergoes a significant change, such as a merger or rebranding.

Yes, you can create your own logo using online logo design tools, but it's recommended to hire a professional designer for the best results.

A logo style guide is a set of guidelines that outlines how your logo should be used across different mediums to ensure consistency and maintain brand identity.

No, it's not recommended to use stock images in your logo design as it can result in a generic and unoriginal logo.

A responsive logo is a logo that can adapt to different screen sizes and resolutions, ensuring that it always looks great on any device.

A monogram logo is a logo that uses the initials of a brand or business to create a unique and recognizable symbol.

A wordmark logo is a logo that uses typography as the primary element, often featuring the name of the brand or business in a stylized font.

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