A logo is the visual signature that makes a brand, company or institution recognisable at a glance. It can be made of type alone, a symbol alone, or a combination of both. A logo is not the brand itself; it is the most visible element of corporate identity.
Logos are usually grouped into five types:
- Wordmark (logotype): the brand name set in distinctive type.
- Lettermark: initials of a longer company name.
- Symbol: a standalone icon without text.
- Emblem: text placed inside a badge or shape.
- Combination mark: symbol and text used together and separable when needed.
A good logo is simple, memorable, appropriate for its audience, flexible in one colour and on dark or light backgrounds, timeless and original. It should be delivered as vector files with horizontal, vertical, icon and single-colour versions plus clear usage rules.
Common mistakes include excessive detail, chasing trends, using templates and skipping usage guidelines. At Racoun, we start a logo project by understanding the brand and its audience, then deliver vector masters, all variations and usage rules as part of a complete identity.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
