Anatomy of a logo

All businesses need a logo because it’s the face of their brand. On the surface, the logo may seem like just a graphic element that goes with the company name, but it is much more than that. It’s a living embodiment of your brand. A logo should project your brand’s personality, identity, and values. However, you don’t exactly make a logo in one sitting.

It may seem like designing a logo is easy, but it’s not. Considering the size, colours, shapes, and fonts of your logo design, it has to be something that you can use in countless ways.

In this article, we’ll detail what makes a logo and how it can serve a business. Read on below to get started.


The Purpose of a Logo

A logo is a graphic associated with a brand, and it’s used by the business to represent itself. Since it is a graphic, a logo carries a lot of information and should be designed appropriately. As mentioned above, a logo isn’t just a graphic that goes with the company name—it’s a representation of your company.

A logo is one of the essential elements of your business’s brand identity. It distinguishes you from your competitors and stands out amongst many other companies. In a nutshell, a logo helps your business be memorable and recognisable. If customers see a logo and are reminded of your business, they’ll be more likely to stick with your brand.


Factors to Consider When Making a Logo

You don’t rush when making a logo because you need to consider the following:



The font that you’ll choose for your logo will have a massive impact on how your logo looks. It’s essential to select the typeface carefully because it’s a big part of your brand identity. Four different font types are commonly used for logos:


  • Sans-serif fonts – These fonts don’t have tails, and they’re usually used as body copy. These are a good choice for logos because the font is easy to read at any size, no matter how small.
  • Serif fonts – These fonts use small lines to make the letters easy to read. The letters are also elegant, which is always a plus for any logo.
  • Script fonts – Handwritten fonts that usually provide a personal touch. These fonts typically go well with a hand-drawn logo.
  • Display fonts – These are the most decorative fonts, and they are rarely used for body copy. You should use them if you have a big idea and want a font that attracts your target audience.



The colour in your logo is critical as it represents your brand. Your colour choice should match your brand’s personality, values, and identity. If you find it challenging to pick the right colour combination, you can use a colour wheel and see what colour schemes you can create.



Choosing the right shape for your logo is essential, but it’s also tricky. Think about your brand and what it means, and then find a shape that conveys your brand’s personality.

You can choose a shape that represents your company or select a shape that will make your logo unique. You could also choose a shape that is unique and eye-catching. Remember that you can create things with any shape, but you should be careful when combining two different shapes that don’t go well together.


Visual Hierarchy

Visual hierarchy is how you arrange your logo’s visual elements. It’s the way your audience will read your logo. It is a process of setting your graphic elements in a way that attracts more attention to the most crucial part of your business.

The visual hierarchy of your logo is significant because you don’t want your logo to look like a mess. A logo with an excellent visual hierarchy is clean and makes sense, and will attract your audience’s attention.


White Space

White space is the space between any elements in your logo. It is good to use white space to separate your logo’s text from other elements because it helps your logo look clean and more professional.



A logo design should be something that can translate into all your other branding materials. When designing a logo, you have to look at it from a big picture perspective. Ensure that the logo is something that the public and your customers will easily recognise.

If you’re looking for a graphic design studio in Melbourne, look no further than Studio Lore! We also specialise in different areas, such as branding, SEO, and web design—all of which can help your business grow and achieve its goals. Contact us today to learn more!

Or book a free strategy session below.

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