In terms of meaning, a logo represents the values and beliefs of a brand; a brand is the identity of a company and credibility is the quality of being trusted and believed in. So, summing up, a logo is the face, the brand is the personality and you want your logo to be true to your brand so people will believe in your company.

So if you speak to your public a trustworthy message based on your defined brand personality they will convert, buy and remember your product or service with no effort. Even though there is no magic, I like to follow some steps that guide me through the valley of the credible logo design and now will help you too.

Planning is key

First step is planning. A logo is not something you create out of the blue, it should have stand for its brand. You need to schematize how your brand is going to communicate verbally and visually to the public. You have to deepen into your company, do research, concentrate and be sure of your decisions.

This questions guide through the planning and understanding of the related company. You need to answers these questions on behalf of your brand using words, lists, phrases or a text. But answer this questions as sincere and precise as you can to end up with a unique brand.

- How would you describe your services and/or products?
- What are the long term goals of your company?
- What adjectives should best describe your company?
- Who are your main competitors?
- How are you different from your competitors?
- What is the general target public (age, sex) of your company?

Now with all this information gathered, choose 4 or 5 adjectives that translate the nature of your brand. These words will guide you through all this process (divided in 5 posts) to keep yourself tur to your message. For example, if you have a furniture store it could be classic, old school, vintage and traditional or fresh, cool, trendy and funny.


It’s a big deal because they are often the first touchpoint between consumers and your brand. Some people think that naming a company is some kind of creative moment or insight some genius had. But it’s actually a lot of work, research and steps to follow.

1 - Let your mind work and write down all the ideas that you and your team come up with. If you take it seriously, this will take you to dozens of names.

2 – Now, cross over the used ones, the bad ones, the dubious ones, the ones that are not common sense and you will end up with less than 5 final options.

3 – Now Google them to see the results and avoid coincidences or similarities. Also look for other meanings your name could have in other languages if you are thinking global. Then, depending on the field and how big you are going to play, you should check trademark. Hire a trademark attorney or at least a trademark search firm to make sure your new name doesn’t infringe on another business’s trademark.

4 – Usually I arrive at this point with only one option. But if you end up with 2, remember that your name should convey the expertise, value and uniqueness of your brand.


There are 5 categories of logo design: wordmark, letterform, emblems, pictorial marks and abstract/symbolic marks.


A wordmark is a strong word (or words) that should be easy to read at the same time presents a very distinctive typeface. Work really well when the name itself is catchy and memorable. And when combined with strong typography, the logo gets a strong brand recognition.


The lettermark feature few letters to represent a brand. IBM, CNN, HP, HBO, for example. Successful letterforms are the ones that you remember the full name just by looking at. The advantages include their scalability for purposes of app icons and social media.

Iconic Logo

The iconic Apple logo, the Twitter bird, the Target bullseye are all pictorial marks. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies to use.

Abstract Mark

An abstract mark instead of being an apple or a bird is an abstract geometric form. The benefit is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image.


The last major type of logo is the emblem which consists of font inside a symbol or an icon: think badges, seals and crests. The problem is that a busy emblem won’t be easy to replicate across business cards and hats because when it shrinks becomes too difficult to read.


Rule number one is legibility. You should imagine this logo from an outdoor to a business card size. Thus it has to be easily readable or identified, so you don’t have comprehension problems.

Typography style, also need to represent your company. Each type has its personality, so pay attention to match the adjectives you defined to your brand at the planning step with the typography options.

Geometric Sans has two sides. The positive communicates clear, objective, modern and universal and the negative goes for cold, impersonal and boring.

Humanist Sans manage to have modern yet human, clear yet empathetic. But could be seen also as fake and not honest.

Old Style could be classic, traditional, readable or just classic and traditional.

Transitional and modern faces seem strong, stylish, dynamic. But attention,  they could seem too conspicuous and baroque to be classic or too old-fashioned to be truly modern.


The Loyola University in Maryland showed that 80% of brands are more recognized because of their colors and the way it relates to emotions. Your choice will stablish the way you are noticed. For example, luxury brands use silver, gold, black and white for a sophisticated image. And restaurants like Pizza Hut and Burger King abuse of red as a stimulation to hunger.

What are the qualities included in your DNA? Innovation, security, trustworthy? With this in mind define your range of colors and play with it. Don’t try to get the perfect logo at first. It’s a process of getting to know your business and defining your objectives to incorporate them in your creation. It usually takes weeks, so be patient.