Logo Design - the Fundamental Building Block of a Successful Brand   

A logo is the first intuitive connection made between a business and a potential customer. It should make an emotional connection, convey a personality and appeal to the sensibilities of the target audience. Simply put, it should be memorable. This first connection speaks volumes about how your business is perceived, so a unique, positive and intriguing first impression is crucial. Not only does a successful logo design answer who you are and what you do, but it also communicates more subtley, through concept and styling, whether your business is modern and progressive, traditional and conservative, creative and off-beat or somewhere inbetween.

One of the most common mistakes in logotype design is to be overly complicated. Simplicity is key. A logo must function well in a variety of sizes and media while remaining easily recognizable and legible. The styling should suit your business personality, be cohesive with your overall brand and be appropriate for your target audience. However, a logo is still only one piece of a more complex puzzle. Trying to throw every bell and whistle into what should be a simple and clever design can backfire. Rather than communicating every minutia of a business, it instead says that your business is unfocused and unclear in it's objectives. In other words, your business has an identity crisis. One of the key factors that differentiates you from your competitors is your branding image, so be simple, distinctive and bold.

Dragonfly Creative Design creates distinctive and unique logos for a wide variety of businesses, both small and large, and we know what it takes to design a logo that works. Visit our logo portfolio for samples of our work.

  A Logo is a Logo is a Logo...or is it?  

The term "logo" is used categorically to define what is actually a more diverse subject than the general perception. Logos can take many forms, including:


A wordmark is simply that: a logo that is created from a word. A wordmark relies on typography to create a unique identifier for a business. Through the manipulation of type size, font, word placement, spacing and proportion, a standardized configuration is developed.


Similar to a wordmark, a lettermark is a typographic mark, usually involving initials or abbreviations rather than an entire word. Monograms and anagrams are examples of lettermarks. The distinct configuration of the letter(s), including type size, font, placement, spacing and proportion become a unique indentifier for a business.

Brandmark Symbols

A brandmark is a simple, distinctive graphic symbol, either representational or abstract, that conceptually and visually communicates a business identity or service.

Iconic Logotypes

Iconic logotypes are commonly referred to as combination marks. An iconic logotype is a combination of either a lettermark or brandmark with a wordmark. The flexibility of an iconic logotype allows for use of the elements separately or together. 

  What should you expect from a Custom Logo Designer?  

A logo should create a unique identity, so don't settle for clipart or a simple font selection! Your business success and the long-term viability of your brand is at stake. Sure, there are plenty of templates you can purchase or logo generators you can use, but isn't that defeating the purpose of having a logo? What about that makes your business unique and makes you stand out from your competition? What does it say about your business that you didn't invest the time and effort to present the best possible impression? Although having a custom logo is more of an investment than purchasing a template or clipart, there is absolutely no substitute to having a custom brand built from the ground up. The investment will be returned to you time and time again when customers choose your business over the "template" guy who fails to see how important a business identity can be to overall success.

A custom logo designer should offer mulitple concepts (read: concepts...as in your logo ideas should have meaning or pupose!) for you to choose from. Since a logo is used in a variety of situations, be it small or large, print or online, it needs to have all these factors taken into consideration when designed. Therefore, when possible, a horizontal and vertical orientation of your logo (especially when utilizing an iconic logotype) should be provided for additional flexibility.

Another very important consideration is the legibility of your logo at a small size. Is it too complicated to be discernable at a small size? If so, it's not a good option. An experienced logo designer knows this, and would save you the time and grief of finding out the hard way. In addition, your logo should be equally successful in black and white (grayscale) as it is in color. For additional flexibility, a reversed out version of your logo (for placement on colored backgrounds) is helpful.

Lastly, a professional and experienced logo designer should provide you with multiple file formats of each version of your logo so that you have everything you need to start utilizing your new logo.

  How can we help you? Contact us at 469.358.8277 or complete our Estimate Request Form