A logo is a visual sign that makes an organisation easier to recognise. It may consist of the organisation's name, a separate symbol or a combination of both. When the name is designed as a distinctive typographic expression, it is often called a logotype.
A logo must work in many contexts, from websites and social media to presentations, documents and small digital surfaces. A logo symbol can be used on its own when space is limited, while the full logo should be used when the organisation needs to be presented clearly.
What does logo work involve in practice?
We assess form, legibility, proportions, colours and how the logo works on different backgrounds and at different sizes. The logo should be easy to use correctly without losing its distinctive character. It must also work together with the rest of the visual identity.
A good logo is only one part of the brand. It should work together with the colour palette, typography and design guidelines. Read more about visual identity at Adobe.
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