What does your brand's logo say?
- Estudio CKS
- Jan 27, 2016
- 3 min read
Updated: Dec 10, 2025
Updated December 2025
The logo is not a mere drawing: it is the first visual —and symbolic— expression of a brand. At first glance, it may seem like just "a name with a design," but when well-thought-out, it conveys values, personality, promises, and emotions. In an environment saturated with graphic stimuli, a solid logo makes a difference.
In this article, we explore how a logo "says" things, what decisions build it —from visual elements to strategic criteria— and how that design can transform into a living identity. It's not about the final design (that's developed in the brand manual), but about the why, the how, and what to communicate.
What elements of a logo speak?
A logo functions as a silent language. Every component —typography, color, shape, symbol— adds meaning and guides the brand's perception.
Shape and Geometry
Circular and Curved Shapes: Convey community, closeness, harmony, and continuity. They work well for brands seeking to be perceived as human and inclusive.
Rectangular or Square Shapes: Inspire stability, solidity, security, and professionalism. They are often seen in more structured sectors or where trust is key.
Angular or Triangular Shapes: Suggest dynamism, innovation, and movement. They are common in technological or creative brands.
Typography
Typography is the brand's visual voice. The chosen style —serif or sans-serif, thick or thin, straight or italic— defines the tone before reading a single word.
Serif: Tradition, elegance, history, authority.
Sans-serif: Modernity, clarity, accessibility, simplicity.
Decorative or Artistic: Personality, creativity, uniqueness, ideal for lifestyle or fashion brands.
Color
Color connects directly with immediate emotions and perceptions.
Symbol / Icon / Isotype / Imagotype / Isologo
Many brands include a symbol or visual element capable of functioning on its own. This graphic synthesis has mnemonic power, identity, and versatility.
A good symbol must be:
Simple,
Memorable,
Coherent,
Adaptable to different sizes and formats.
When well resolved, its meaning transcends languages and contexts.
What Makes a Logo Effective: Best Practices
When designing it, it is advisable to balance aesthetics, meaning, and functionality. An effective logo is usually:
Simple and Legible: Recognizable large, small, in color, black and white, on the web, or on paper.
Coherent with the Brand: Must reflect values, tone, and personality, beyond the visual.
Versatile: Adaptable to different media and platforms.
Memorable: Distinctive and easy to recall.
Timeless: Avoid trends that force the identity to be updated too soon.
Why a Logo Must Be Thought of Strategically
Many ventures begin by looking for "something pretty," but a logo is much more than that:
It is the first sign of identity and must connect with purpose, values, audience, and tone.
It serves as the basis for the entire visual identity: web, social media, graphic pieces, packaging.
A coherent logo facilitates a uniform visual language, which builds brand narrative.
If the brand operates in several countries, it is key to consider the symbolic and cultural weight of colors, shapes, and symbols.
Warnings: Decisions to Avoid
Avoid Passing Trends if You Seek Longevity Visual fashions age quickly. An identity designed to last needs elements that resist time and can accompany the brand's growth.
Best Practices That Enhance Design
Design for visual memory: Make it easy to remember.
Test it in black and white, negatives, and reduced formats.
Evaluate its functioning in real scenarios: web, social media, presentations, products.
Document the decisions to maintain coherence as the brand evolves.
Mini Guide for Designing Your Brand's Logo (or evaluating an existing one)
Define Your Brand's Essence
What values and personality do you want to convey?
What is your promise?
Who is your audience (age, culture, context, preferences)?
Identify the Visual Messages You Want to Communicate
Are you looking to convey confidence, approachability, modernity, tradition, innovation?
Select shapes, colors, typography, and symbols that support that intention.
Design Versatile Versions
They must work in different sizes and formats.
They must maintain identity even in extreme reductions.
Prioritize Simplicity + Meaning + Versatility
Avoid purposeless ornamentation.
Conduct Real Tests
Show the logo in different contexts.
If possible, ask for feedback from target audience members: cultural interpretations may vary.
Document the Decisions
Writing down the "why" behind each choice helps maintain coherence and facilitates future evolution.
Download the PDF and complete your checklist!
Remember...
A logo is much more than a collection of shapes: it is the beginning of a visual conversation between the brand and the people who encounter it. When well-designed —simple, legible, flexible, coherent, and scalable— it becomes a cornerstone that supports growth, orders the identity, and clearly expresses who you are.
It doesn't have to say everything. Just what is necessary for the audience to understand what to expect from the brand and feel that this first visual encounter makes sense.
