How Logos Are Designed and Why They Matter

May 20

4 min read

In the spinning space of brands, businesses, and influencers, a logo isn’t just a fancy stamp. It’s your brand’s handshake, first impression, and if done right, its battle flag. Whether it’s the bitten apple on your phone or the golden arches promising fast food, logos cut through the noise and lodge themselves deep in our memory.

But how did logos come to be? What makes a good one? Is a logo alone enough in a world where attention spans are shorter than a goldfish?

Let’s dive into the art, science, and soul of logo design from ancient emblems to iconic brands.

A Quick History of Logos

The word "logo" is derived from the Greek word logos, meaning “word” or “reason.” But the use of symbols to represent identity goes back thousands of years. Ancient Egyptians used hieroglyphs, while potters and metalworkers in ancient Greece and Rome would stamp their creations with unique marks, a kind of proto-logo to indicate craftsmanship and origin.

Fast forward to the medieval era, where families and noble houses used coats of arms to symbolize lineage, values, and authority. Think Game of Thrones banners, but IRL.

The concept of the modern logo took off during the Industrial Revolution, when mass production meant products needed to be identifiable and differentiated. Brands like Coca-Cola (1886) and Bass Ale (which holds the record for the first registered trademark in the UK) realized that design mattered just as much as product quality.

Come the 20th century, graphic design as a profession flourished. Corporate giants like IBM, Nike, and Apple began to invest in minimal, scalable, and universally recognizable symbols.

What Makes a Good Logo?

Creating a logo isn’t just about hiring someone on Fiverr and asking them to “make something cool.” A good logo is a fusion of design thinking, brand strategy, and visual psychology. Here’s what it needs:

1. Simplicity

The best logos are clean, clear, and easily recognizable. Think of Nike's swoosh or McDonald's golden arches. Complexity kills recall.

2. Memorability

It should stick. A good logo stays etched in your brain even after a fleeting glance.

3. Timelessness

Trendy is great for TikTok, not for logos. Your logo should look as relevant in 10 years as it does today.

4. Versatility

It should work in color, black and white, on billboards, and as a favicon. If it breaks when resized, it’s broken.

5. Relevance

The design should align with your brand's tone, industry, and audience. A tech company doesn’t need a cursive font with flourishes. A luxury perfumery might.

Is a Logo Alone Enough?

Short answer, No. A logo is just the tip of your brand iceberg. What makes a brand powerful is consistency, storytelling, emotional connection, and value delivery. The logo is an entry point, but brand experience is the destination.

For example, two coffee shops may have similar logos with beans and cups. But the one that curates great ambience, tells stories through Instagram, and builds a loyal community becomes unforgettable.

Here’s what goes hand-in-hand with a great logo:

Brand palette and typography
Voice and tone across marketing channels
Customer experience and service ethos
Visual identity system including patterns, icons, and imagery styles
Content that reflects values and vibes

In short, a logo invites. Your brand behaviour convinces.

Iconic Logos That Transcend Industries

Some logos are so iconic, they’ve become part of our cultural fabric.

Global Icons

Apple – A bitten apple. Minimalist, bold, and loaded with metaphors: knowledge, temptation, rebellion.
Nike – The swoosh is motion, speed, and simplicity. Designed in 1971 for just $35.
McDonald’s – The golden arches are globally recognized, from New York to Nagpur.
Coca-Cola – One of the oldest logos still in use, with its flowing Spencerian script.
Google – Its logo is simple typeface with a playful color palette, reflecting its quirky, open brand.

Indian Logo Legends

Tata – The stylized T in a circle resembles a fountain of trust and growth. It’s classic, strong, and corporate.
Amul – While the actual logo is simple, the brand mascot (Amul girl) has become a living logo with topical wit.
State Bank of India (SBI) – The blue keyhole is simple yet symbolic—safety, accessibility, and identity.
Airtel – Its dynamic red curve represents movement, connectivity, and energy.

How Are Logos Designed Today?

Today, logo design is part of a bigger brand strategy. Here’s how modern designers and we at MAS Digital approach it:

Discovery Phase – Understanding the brand’s mission, vision, audience, competitors, and personality.
Conceptualization – Sketching out visual metaphors and styles. Should it be wordmark? Abstract? Mascot?
Drafting – Creating digital drafts using tools like Adobe Illustrator or Figma.
Feedback & Iteration – Refine based on real feedback. Does it scale? Is it unique? Can it be animated?
Final Delivery – Logo in various formats (PNG, SVG, EPS), color versions, and with a style guide.

More advanced brands also explore dynamic logos—versions that adapt depending on context (like Google Doodles).

Long Story Short

In a cluttered world, your logo can be your shortcut to the human brain. It can evoke emotion, spark recognition, and build trust. But it only works when backed by clarity, consistency, and care.

If you're building a brand, don’t treat logo design as a checkbox. Treat it as the heart of your identity and invest the time and thought it deserves.

Because the best logos?They don’t just look good.They feel right.

Bonus Tip: Tools & Resources for Logo Designing

DIY Tools: Canva, Looka, Hatchful
Inspiration: Behance, Dribbble, Logo Lounge
Books: Logo Design Love by David Airey, Identity Designed by the same author