Logo

What is a logo?

A logo is about much more than just a fancy image. The term originally comes from Greek and means “word,” “meaning,” or “reason”—as a shortened form of “logotype,” it actually describes the way a word is printed. Today, it serves as the visual foundation of a brand, an organization, or a product.

A strong logo is the art of conveying a great deal of meaning in a very small space. A logo doesn’t necessarily have to explain in detail what a company offers. What’s far more important is that it stands for a clear promise and evokes a specific feeling. It helps people instantly recognize a brand and creates an emotional connection. In short: It’s the central visual element of the entire brand identity.

What types of logos are there?

There are essentially three types of logos:

The figurative mark: A symbol on its own or a distinctive logo icon that requires no text at all.

The word mark: Pure lettering that stands out thanks to unique, custom typography.

The word-and-design mark: A clever combination of text and a graphic element.

Why is good logo design so important?

A logo is the very essence of a brand and the most prominent element of corporate identity (CI) and corporate design (CD). It serves as a digital flagship and a virtual business card that shapes the first impression.

For customers, it serves as a guide to understanding what lies behind the company and what it stands for. It ensures the necessary brand recognition and measurably sets the company apart from the competition. At the same time, it acts as a seal of quality: it raises expectations, builds deep trust, and conveys emotions.

Logo design is therefore an essential business tool. While requirements vary depending on the industry, the most important attributes always remain the same: A logo must be timeless, original, highly functional, and visually appealing. A pre-made AI logo generator quickly reaches its limits here, because true identity can’t simply be generated at random.