In plain English
It's your business's signature. It doesn't need to tell your whole story; it needs to be yours, recognisable and the same every time you sign.
Used in a sentence
“You'll get the logo in every version you need: full colour, one colour, white, and a small mark for app icons.”
“Our logo looked fine on the sign, but on Instagram it shrank into a blur.”
In detail
Logos come as a wordmark (the name in a distinctive style), a symbol, or both together as a lockup. A good one is simple enough to work tiny, distinctive enough not to be mistaken for a competitor's, and drawn so it holds up in one colour, on dark and light backgrounds, and in print.
A logo is delivered as a set of files, not one image: vector files like SVG that scale cleanly, PNGs for everyday use, and versions for each background. It's one part of a wider brand identity, alongside colours, type and how you speak.
Why it matters for your business
A clear, consistent logo makes your business recognisable everywhere customers meet it.
- Recognised at a glance
- Works from a van to a phone
- Looks consistent everywhere
Easy to mix up
A logo isn't a brand. The logo is one mark; the brand is how your business is seen overall, from your colours and words to how you answer the phone. See what a brand means.
Related terms
Positioning and Tone of voice. Or browse the whole glossary.
