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Brand & Logo

A mark that survives a favicon and a billboard, drawn simple first.

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How it is built

A logo is a mark that must survive a 16-pixel favicon and a billboard. The skeleton is a symbol, a wordmark, a clear exclusion zone, and a single idea you can describe in one sentence. You change the metaphor, the geometry (circle, shield, monogram), the weight of the strokes, and whether type sits beside or below the mark. Lock the brand name spelling and the number of colors. Texture, mockup scenes, and extra slogans are controls you add after the mark is simple. If the model hides the name in ornament, uses unreadable script at small size, or adds a photoreal scene behind a logo, you have an illustration. Draw it in one color first; if it fails in black, it fails as a mark.

Watch-outs

  1. 01Spell the name. Models will invent letters inside a monogram.
  2. 02Start in one color. If it fails in black, color will not save it.
  3. 03Forbid photoreal scenes. A logo is not a miniature poster.
  4. 04Keep an exclusion zone. Ornaments glued to the mark kill reduction.

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