Logo design

What is a logo? Does my business need one?

A logo is a visual element created to identify and represent a business, company, product, service or organisation. Its role is to make a brand recognisable and distinct.

Imagine a street with twenty cafés. A customer explores them and finds one where they feel comfortable. Over time, the visual features of that café help them recognise it and return.

Later, the customer moves to another city. They recognise the same café logo and walk in because they associate it with their previous positive experience. For a café chain, a logo can maintain that connection across locations.

A well-designed logo goes beyond decoration: it helps people recognise, distinguish and remember your business.

How do we choose the right visual direction?

A logo quickly communicates who a business is, how it wants to be perceived and what makes it different. Its construction should reflect the business, its audience and the places where it will be used.

• Geometric: defined angles, lines and shapes create a simplified representation. In the right context, this can suggest order, precision, structure and professionalism.
• Organic: free, irregular forms express fluidity. Depending on execution and context, they can suggest creativity, flexibility and approachability.

Types of logo

• Wordmark: a customised business name in which the lettering becomes the main identifying element.
• Illustrated: an illustration with carefully controlled detail, adapted to serve as a brand mark.
• Pictogram: a simplified symbol designed to remain recognisable at small sizes.
• Mascot: a character representing the personality of a brand, adaptable to different communication materials.
• Emblem: a composition suited, for example, to traditional or artisan brands, which can also be adapted for stamps and product marks.

From the brief to the finished logo

We begin with a detailed conversation and a brief. We clarify your industry, products or services, how your business operates, its location and target audience. We also discuss your goals, brand values and the perception you want to build.

We usually develop three initial sketch options in different visual directions, each informed by the agreed objectives. The proposal for your project specifies the number of concepts and the stages included.

Why explore three options?

The business owner’s perspective and the designer’s perspective complement each other. Exploring several directions helps us compare ideas and choose a solution that reflects your intentions, supported by research and professional execution.

Together, we choose the most suitable direction, then structure, correct and refine its form. We develop the colour palette and adapt the design for the agreed applications.

Why do colours matter?

Colours, combinations and gradients influence visual perception. We select them according to your brand personality, audience and intended applications, checking legibility and performance in different contexts.

A professional logo needs careful construction and a clear direction. We discuss applications, colour variations and delivery formats at the start so we can prepare a proposal suited to your project.