Long live your logo!

A logo is the face of your business—a defining feature and a powerful symbol. When done right, it leaves a lasting impression; when mismanaged, it can detract from your brand. A great logo must be timeless, recognisable, flexible, and memorable. We'll give you a glimpse into Brandchef's logo kitchen. Because it's not as simple as it sometimes seems!

A logo is composed of a specific style, carefully chosen typography, one or more colours, and any additional elements. Together, these components create a cohesive and enduring identity—one that ideally stands the test of time, spanning a lifetime or even multiple generations, perhaps with slight adaptations along the way. Long live the logo!

The style of your logo

A logo has a certain style, one not necessarily better than the other. Choosing a certain style has everything to do with the brand identity and what the brand wants to convey to the target group and the industry. Here are some of the style aspects that come into play when designing a logo:

1. Minimalism: A minimalist logo is simple and streamlined, with minimal text and graphics.
2. Typographic: playing with fonts. For example, the combination of serif and sans-serif letters provide an exciting contrast and combining different fonts breaks the need for clean lines or uniformity.
3. Monograms: A monogram consists of two or more letters that together form a symbol or logo. Think of Volkswagen's. Monograms are often exciting and arouse curiosity.
4. Negative space: Logos that cleverly utilise negative space are inherently playful and engaging. By incorporating an icon or shape into the unused areas of the design, they create a unique element that makes the logo instantly recognisable or invites a second look.
5. Humour: Adding a touch of humour to a logo can make it truly memorable, provided it aligns with the brand's identity and audience. A well-researched approach is essential to ensure the humour resonates. When done right, elements like caricatures, animals, mascots, or clever puns and visual jokes can inject personality and charm, making the logo stand out while still conveying the brand's message effectively.

Your logo typography

Typography is a crucial aspect when designing a logo. As renowned graphic designer and type designer Gerard Unger said: 'A typeface will always be a kind of self-portrait of its design. ' Here are a few styles that we take into account when designing:

1. Serif letters: this is a typography with serif at the end of the letter legs. This type is classic and elegant.
2. Sans-serif letters: letters without serif, making them look minimalistic and sleek. This typography can convey a sense of simplicity, clarity, and universality.
3. Hand-drawn: hand-designed letters, as well as illustrations, provide character, personality and nostalgia.
4. Historic: Using a typeface from a specific year or period creates a sense of recognition and nostalgia.

5. Mix & match: using different fonts together makes a logo fresh and playful.
6. Capital letters: do you want to radiate power, or do you want a minimalist logo? Or both? Then a logo with only capital letters is a good option.
7. Small capital: on the other hand, the use of only small capital (lowercase letters). For a playful and accessible effect.

Logo colour (s)

Much has been written about the psychological impact of colours on humans, as highlighted in resources like Emerce. Given this profound effect, selecting the right colours for a brand requires careful thought and collaboration with the client. Colours do more than just represent a brand's identity—they evoke emotions and need to align with brand values while appealing to the target audience. At Brandchef, we carefully consider contrasts, psychological effects, and how colours perform across different backgrounds. Through a detailed process of testing and evaluation, we work closely with our clients to choose a colour palette that is deliberate, cohesive, and capable of creating a strong and memorable visual identity.

Additional elements

For every design, we carefully evaluate whether additional elements truly enhance the concept. We may incorporate something playful or familiar, such as a minimalist (line) illustration that complements the brand name in the logo. Occasionally, we discuss the idea of a mascot—an element that can embody both the brand and its name. However, we approach this with caution, as it can sometimes introduce unnecessary noise. Additionally, we consider animations, which are excellent for bringing the brand and logo to life across various touchpoints. Animations allow the brand story to unfold in a dynamic way, helping to engage and connect with the audience.

(Un) recognisable logo?

There are logos that are incredibly strong yet don’t directly reflect what the company does. Take Nike, for example—there’s no shoe depicted in the logo. Instead, the iconic swoosh represents speed and movement, rather than a literal product. However, this is more of an exception. Research indicates that descriptive logos, which incorporate visual design elements that communicate the type of product or service, generally have a more positive influence on consumers’ brand perceptions compared to non-descriptive logos. Descriptive logos help immediately convey the essence of the brand, making them more relatable and easier for the audience to connect with.

Researchers Jonathan Luffarelli (Montpellier Business School), Mudra Mukesh (Westminster Business School), and Ammara Mahmood (Lazaridis School of Business and Economics in Canada) analysed 597 companies to answer this question and published the results in Harvest Business Review. They also found that descriptive logos are likely to improve brand performance unless consumers associate your product with something unpleasant, such as a coffin manufacturer. In that case, a non-descriptive logo is probably better.

Ultimately, a logo is primarily intended for recognition. If you have a good marketing budget to launch your brand, a non-descriptive logo is an option, otherwise it's best to show what you offer. But the most important thing is that your logo is timeless so that it can be used as the building block of your visual identity for years to come (possibly slightly modified to keep up with the times).

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Are you looking for a partner to create your logo? Then contact us for an informal conversation about the possibilities at Brandchef.

hello@brandchef.amsterdam+31 20 7521 751

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