Designing logos is a complex process because, as well as being creative and functional, the logo in question must be adapted to the type of business that the company deals with.

In this section of the academy we explain what we have to keep in mind when designing a logo for a specific type business.

One of the keys to having any successful business is knowing the prospective client in order for them to have a positive attitude towards the business in question. Premium Business´s are directed at individuals or companies that have high purchasing power and are ready to pay more for a product of the highest quality. These are very straightforward logos with a characteristic or intelligent touch.

Less is more!

In contrast to Premium, these logos grab your attention to highlight the low cost price and the opportunity to buy a certain product. It´s not unusual to see loud colours, stars and other elements that suggest the idea of “low cost”. With this type of logo it is essential to create a balance so that the logo is still legible and can be used in different formats.

B2B (Business to Business) refers to businesses whose clients are companies. Our target clients are organisations that are made up of people. When we sell this type of product or service, the decision makers (normally the Marketing department) have a certain level of training and almost always opt for the logos that are very simple, corporate, well made, legible, powerful, with a small number of colours… the perfect logo.

To sell a company you have to sell like a company!

In this digital age, graphic designers have to be up to date with the latest technologies and devices that are going to use a logo. Logos for digital businesses such as TV channels, online shops, video marketing companies, etc…, should be devised and optimised for use on a screen. Taking this into account, they use resources that would be seen in a negative light if used when creating a logo for a physical company. Gradients, lots of colours, vertical or square constructions, brightness, borders, etc…

If your company is 100% digital, don’t print the logo!

When you begin to think of a logo for a business that is related to a person, e.g., an artist, DJ or doctor, it has to be taken into account that a business brand and a personal brand are joining together to form one unit. Therefore, it is important to try and make sure that the traits of the person and the company’s activities are aligned. For this type of logo it is normal to opt for a design that uses just letters.

Get a logo with personality!