Hi! I'm Logolik

— Master of Graphic Design, dedicated to helping individuals and businesses make an authentic impression through magical logos. With a focus on simplicity and clarity, I specialize exclusively in logo design and the creation of visual identities that build strong and recognizable brands.
Logolik, a professional logo and visual identity designer, specializing in creating distinctive, creative, and strategically focused designs for brands.

Portfolio

Aaron, logo design featuring a creative letter 'M' that shapes two 'A' and a horizontal line, creating a distinctive and modern visual identity.

Aaron

In the logo design, the letter "M" is creatively shaped to represent two "A", with the addition of a horizontal line passing through the central part. This innovative approach in logo design creates a strong visual identity, making the logo distinctive and modern. The creation of the logo using the letter "M" as the basis for two "A" with the line allows for a balance between simplicity and sophistication, which is key in any custom logo creation process. In this case, the logo design is not only functional but also aesthetically striking, adaptable to all brand needs. This logo concept is a perfect example of how thoughtful logo design can build powerful visual symbolism and enable a brand to stand out in the market, reinforcing a strong professional brand identity.

Apartments Split, logo design featuring a seahorse symbol that represents strength, protection, and elegance, using elegant lines and dynamic shapes to create a distinctive visual identity.

Apartments Split

The seahorse symbol in the logo represents strength, protection, and elegance, and is carefully integrated into the overall logo design. The focus in the logo creation process is on crafting a distinctive and meaningful symbol that communicates the core values of the brand. The logo design uses elegant lines and dynamic shapes, creating visual balance and sophistication that captures attention. Special attention is given to every detail during the logo creation process, ensuring that the logo is not only aesthetically appealing but also symbolic. The seahorse logo design reflects stability and resilience, while maintaining a modern and clean look that is easily recognizable. This custom logo creation not only meets the requirements for functionality and flexibility but is also highly applicable across various media, from digital platforms to printed materials, making it a powerful professional brand identity design for the brand.

Arrow, a logo with an initial grapheme enhanced by a vertical line that shapes the symbol of an arrow, symbolizing progress, direction, and determination.

Arrow

In the logo design, the initial letter is enhanced by the addition of a vertical line extending above the base form of the letter, creating a distinctive arrow symbol. This element adds dynamism and direction to the logo, suggesting progress, focus, and determination. Through the logo creation process, the vertical line is not just an aesthetic addition, but also a key component that gives deep symbolic meaning. The logo design with the arrow element communicates ambition and a forward-looking focus, while maintaining simplicity and clarity. This logo creation with this element becomes a powerful visual identity that is easily recognizable across all media. Through careful shaping of every detail in the logo creation process, a logo has been created that is functional and flexible, ideal for application on both digital and print platforms, reinforcing a strong professional brand identity design.

Dva Srca (Two Hearts), a logo design that merges the symbol of 'two' and 'hearts' representing connection, balance, and the emotional strength of love, with a minimalist and recognizable visual identity.

Dva Srca (Two Hearts)

The symbol is designed as a combination of the symbols for the two words – "dva/two" and "srca/hearts", which together create a unique visual identity. In the logo creation process, the symbol of "two" is depicted in a way that suggests connection, duality, and balance, while the "heart" element adds an emotional dimension and symbolizes love, passion, and care. This combination in the logo design creates a powerful message that communicates closeness and harmony. The logo design carefully combines these two components, using shape and proportions that ensure clear recognition and simplicity. Throughout the logo creation process, the symbolism of the two hearts united in the shape of the number "two" gives the logo deep emotional strength, while the logo design remains minimalist and efficient in all applications. This professional brand identity design allows the brand to stand out with its unique approach and strong visual message, easily recognizable across both digital and print media.

Fan Fleet, a logo with carefully combined initials, creating a distinctive and strong visual identity with an emphasis on clarity, elegance, and modernity.

Fan Fleet

The initial letters of the logo are carefully combined into one, creating a recognizable logo mark. Throughout the logo creation process, every detail is meticulously designed to form a harmonious connection between the letters, giving the logo a unique visual identity. The logo design leverages the synergy between the initials, which merge into a unified shape, creating a mark that is simple yet powerful. This approach in custom logo creation ensures quick recognition and easy memorability, while simultaneously maintaining elegance and modernity. Throughout the entire logo creation process, the emphasis is placed on clarity and visual coherence, resulting in a logo design that easily adapts to various formats and media. The combined initial letters of the logo provide a strong foundation for the brand, giving it a solid visual base across all applications, from digital to print media, reinforcing a strong professional brand identity design.

Heros, a design featuring an initial letter that symbolizes a road and progress, creating a distinctive visual identity for a construction company, with a dual form that references the letter

Heros

In the logo design, the letter "M" is creatively shaped to represent two "A", with the addition of a horizontal line passing through the central part. This innovative approach in logo design creates a strong visual identity, making the logo distinctive and modern. The creation of the logo using the letter "M" as the basis for two "A" with the line allows for a balance between simplicity and sophistication, which is key in any custom logo creation process. This professional, custom logo design is not only functional but also aesthetically striking, adaptable to all brand needs. The clean lines and thoughtful arrangement create a seamless integration of form and meaning, ensuring that the logo resonates with its target audience. This logo concept is a perfect example of how a well-crafted, custom logo can build powerful visual symbolism, reinforce a strong professional brand identity, and enable the brand to stand out in the competitive market.

IT Jedan (IT One), logotip s brojem '1' kao početnim simbolom, koji simbolizira vodeću poziciju kompanije u industriji, te pruža snažnu vizualnu koherentnost i prepoznatljivost.

IT Jedan (IT One)

The initial letter of the logo is innovatively replaced with the number "1", creating a unique visual identity that reflects the company's leading position in the industry. Throughout the logo creation process, the number "1" becomes the central element, symbolizing excellence, uniqueness, and the ambition to be number one in its field. This number in the logo design also contributes to the clear and strong brand recognition, as the number "1" carries powerful symbolism and simplicity in its application. The logo design uses the number "1" as the initial symbol, which fits seamlessly into the overall form of the logo, giving it a modern and minimalist appearance. Throughout the logo creation process, special attention has been paid to ensuring that the number "1" is easily recognizable across all applications and media, whether digital platforms or printed materials. The logo design with the number "1" ensures the brand's visual strength and coherence, creating a logo that clearly communicates its position as an industry leader, reinforcing a strong professional brand identity design.

Jeshka, a logo design with the initial letter 'J' that symbolizes a hook, representing precision, appeal, and a strategic approach to the market, creating a distinctive visual identity for the brand.

Jeshka

The initial letter "J" carries deep symbolism, as the word "ješka" in the Chakavian dialect means "bait," and the shape of the letter "J" resembles a hook, which further strengthens its meaning. In the process of creating the logo, the letter "J" becomes a central visual element, symbolizing precision, attention, and attraction – much like a hook catching its prey. This element in custom logo design creates a dual connection with the brand, symbolizing both the idea of attracting customers and a strategic approach to the market. The integration of the "J" as a hook conveys a strong message of quality, innovation, and efficiency, fundamental to professional brand design. Throughout the design process, special attention was given to ensuring the "J" and its hook symbolism were seamlessly incorporated into the overall brand identity, creating a logo that is adaptable to various platforms. This distinctive logo design strengthens the brand’s recognition, while maintaining a modern and minimalist appearance. The hook element makes the brand more attractive and memorable, ultimately establishing a powerful, coherent brand identity across both digital and print media.

KK Split, a logo with the initial letter that transforms into a recognizable basketball, creating a dynamic visual identity for the brand, connected to energy, precision, and sporting values.

KK Split

In the logo design, the symbol represents the initial letter of the logo, which is carefully crafted to fully reflect the brand’s identity. However, as the shape develops, an interesting visual effect occurs: when the circle is closed, the symbol transforms into a recognizable basketball. This dual interpretation in the logo design creates a strong symbolism that connects the brand’s initial with dynamism, energy, and precision – traits that are characteristic of sports, particularly basketball. Through the custom logo creation process, special attention is given to ensuring that the shape remains fluid and flexible, allowing both meanings – the brand’s initial and the basketball – to be recognized. This logo design uses this combination of symbols and shapes to create a strong yet simple visual identity that is easily recognizable and understood across all media. This professional brand identity design delivers a powerful visual message to the brand, communicating a connection to a dynamic sport while also reflecting a unique identity that is memorable.

Ledenko, a design featuring a boot as a symbol of durability, stability, and reliability, integrating the initial letter 'L' to create a unique visual identity for the brand.

Ledenko

The logo creation process is built on strong symbolism that combines functionality with recognizability. In this logo design, the symbol of a boot is used, chosen for its connection to durability, stability, and reliability. The boot also symbolizes protection, resilience, and a readiness to face challenges, positioning the brand as a strong partner in the business world. Moreover, the initial "L" from the brand name "Ledenko" is seamlessly integrated into the design, becoming a core element of the symbol. During the custom logo creation process, special attention was given to ensuring the "L" blends perfectly with the boot, enhancing the connection between the symbolic strength of the boot and the brand’s identity. This thoughtful integration allows the logo to be both highly recognizable and unique, combining the initial letter with a symbol of great meaning. The overall result is a professional brand identity design that captures the essence of the brand while being adaptable and impactful across various media.

Levanat, a logo design based on balance, with the initial letter creatively transformed into the letter 'T', creating a dynamic and stable visual identity for the brand.

Levanat

This logo design is built on the concept of balance and harmony, which are essential for crafting a stable and recognizable brand identity. In the professional custom logo design process, I use the initial letter, carefully shaped to become the central element of the design. This initial letter isn’t just static – it is innovatively transformed into the final character of the logo, rotated by 180° to form a new letter, specifically the letter "T". This unique approach in custom logo creation highlights the balance between simplicity and creativity. Rotating the letter adds dynamism and visual interest, while maintaining balance throughout the entire logo design. The letter "T" serves as the pivotal point connecting the elements, creating a harmonious and coherent overall visual identity. This logo creation process results in a professional brand identity design that is adaptable and impactful across all platforms.

Mister Mot, a logo design based on the letter 'M', which symbolizes a men's suit and a human head, creating a sophisticated and professional logo design.

Mister Mot

In the logo design, the letter "M" is not only the initial of two key concepts but also carries a deeper meaning, associating with a men's suit and the human head. The creation of the logo uses the letter "M" as the central visual element, uniquely linking the brand identity with elegance and sophistication, while also incorporating a recognizable human feature. The shape of the letter "M" in this professional brand identity design evokes the cut of a men's suit, which can symbolize professionalism, style, and seriousness – essential characteristics often associated with both fashion and business. By adding a circle above the letter "M," the logo acquires an extra layer of symbolism: the circle transforms into a human head, giving the design a more personal dimension. This connection between the suit and the head represents a complete, well-dressed individual ready for the professional world, combining sophistication, fashion, and human elements into a unique visual identity. This custom logo creation beautifully integrates these symbolic elements, creating a powerful visual brand identity that speaks to both style and professionalism.

Moschos, a logo design with stylized bull horns symbolizing strength, power, and determination, reflecting the brand

Moschos

The logo design features a strong and recognizable symbol – stylized bull horns – representing strength, power, and determination. This symbol in the logo design reflects the core values of the brand: stability, courage, and an aggressive commitment to achieving goals. The bull's horns, with their imposing presence, create a visually striking mark that mirrors the brand's unyielding character and its ability to face challenges in the market. The creation of the logo with this symbol has been carefully executed to make the bull horns the central element of the design, giving the logo a powerful character. Every line and shape of the stylized horns reflects precision and attention to detail in the logo creation process. By incorporating these horns, the custom logo creation results in a logo that is not only visually impactful but also carries deep meaning, effectively communicating the brand's mission and philosophy. This approach in professional brand identity design allows the brand to stand out as a symbol of resilience and strength.

Most (Bridge), a design with the initial letter 'M' shaped as a bridge, symbolizing connection, progress, and strength, reflecting the brand

Most (Bridge)

The initial letter of the logo, "M", plays a pivotal role as it symbolizes a bridge – a symbol of connection, transition, and strength. In the custom logo creation process, using the letter "M" as a bridge creates a strong visual metaphor that reflects the ability to unite people, ideas, and resources. This logo design, with its symbolic element, emphasizes the mission to be a bridge between different markets, ideas, and communities. The logo design with the initial "M" that evokes a bridge highlights the commitment to connecting and guiding toward shared goals. The bridge is a symbol of stability and resilience, and through this design, the brand becomes a metaphor for lasting and secure connections with clients and partners. The bridge also suggests transition, progress, and transformation, positioning the brand as an industry leader that facilitates innovation and advancement. This logo design, as part of the professional brand identity design, reflects the brand's role in leading change and creating meaningful connections.

Nogalo, a logo with the initial letter 'n' integrated with a stylized foot, symbolizing the clinic's specialization in treating injuries and diseases of the musculoskeletal system, emphasizing rehabilitation and healthcare.

Nogalo

In this logo design, the initial letter "n" is carefully crafted and connected to the element of a foot, which clearly associates with the clinic's specialization in treating injuries and conditions of the musculoskeletal system. The custom logo creation integrates the foot within the letter itself, creating a recognizable visual identity that directly communicates the clinic's expertise and mission. Through this logo design, the professional brand identity design becomes a symbol of focus on rehabilitation, treatment, and patient care. The logo design with the initial "n" and the added foot clearly reflects the commitment to providing expert medical assistance, particularly in orthopedics and physiotherapy. The foot, as a symbol of movement and balance, aligns perfectly with the clinic's mission to help patients regain physical functionality and quality of life. Additionally, the shape of the foot can also symbolize the clinic's core function as a foundation and a safe space for treating all musculoskeletal issues. This logo design effectively conveys both the clinic's specialized focus and its dedication to improving patients' well-being.

Oski, a logo design with an innovative division into two horizontal parts, symbolizing strength, dynamism, and energy, connecting the brand with technology and electrical power.

Oski

The logo design features an innovative division into two horizontal sections, symbolizing strength, dynamism, and energy – key aspects of the brand – while also connecting with the theme of electrical energy. This division is not just an aesthetic element but also a powerful metaphor pointing to technology, energy, and progress. Through this custom logo creation, the design establishes a visual identity that communicates modernity, innovation, and stability, while simultaneously reflecting the energy that drives the brand. The logo design, with two horizontal lines separating the components, creates a strong visual impact. These lines may evoke a graphic representation of electrical circuits or energy waves, further emphasizing the connection with electricity and high-tech solutions. This division in the logo not only introduces dynamism into the design but also symbolizes the balance between power and control – two essential components in the world of electrical energy, reinforcing a solid professional brand identity.

Panta Rei, a symbol with a rectangle and a white diagonal line, representing the diving community and the dynamics of sports diving.

Panta Rei

The key visual element in this logo design is a rectangle with a white diagonal line, referencing the flag of sports and recreational diving. The custom logo creation incorporates this symbol to reflect the brand’s connection with the diving community and its mission to promote sports and recreational diving. The diagonal line within the rectangle represents dynamism, movement, and freedom, which are characteristic of this sport, while simultaneously reflecting the technical precision and discipline that are crucial in diving activities. The logo design uses this line as a visual leitmotif, with the original white diagonal line from the flag replaced by the association's logo, creating a recognizable and unique visual identity. This detail symbolizes the association’s connection with the diving community and its commitment to the development and promotion of sports diving as an activity that unites a love for the sea, sports, and nature – reinforcing a strong professional brand identity.

Post Scriptum, a design featuring dots that symbolize the concept of Post Scriptum, representing the brand

Post Scriptum

In this logo design, the dots play a central role as a symbol of subsequent thoughts, or Post Scriptum (P.S.), representing an addition that comes after the letter has been completed. The custom logo creation uses dots to convey the idea that the brand always has more to say, just like Post Scriptum adds final thoughts after everything else has been said. The dots introduce an element of dynamism, suggesting that there is still room for new ideas, innovations, and additions, even when everything seems finished. The logo design with dots highlights flexibility, constant evolution, and the ability to keep adding value. In this context, the dots symbolize an opening to new possibilities – like space for further thoughts, conclusions, or actions. The use of dots in the logo can also be a metaphor for details and precision, as each dot carries a specific meaning and contributes to the overall professional brand identity.

Retrospective, a design with a curved initial letter 'R', symbolizing a retrospection, reflection on the past, and the brand's adaptability.

Retrospective

The initial letter of the Retrospective logo is carefully rotated, symbolizing the meaning of the term itself – "looking back". The custom logo creation uses this design technique to emphasize the importance of reflecting on the past, analyzing experiences, and lessons that have shaped the brand or organization. The rotated "R" reflects the ability to look back in order to make wise decisions for the future, while simultaneously creating visual dynamism that aligns with the idea of retrospective insight. The logo design with the rotated initial "R" also suggests flexibility and adaptability of the brand. Since a retrospective involves analyzing past events and learnings, this element in the logo design highlights the company's or organization's ability to adapt and grow, learning from the experiences it has gained. The rotated letter also symbolizes the cyclical nature of time and business processes, where the past, present, and future merge to shape ongoing growth and development, reinforcing a professional brand identity.

Slon (Elephant), an initial grapheme resembling an elephant’s trunk, symbolizes the strength, wisdom, and precision of the brand.

Slon (Elephant)

The initial letter in this logo design is carefully shaped to resemble an elephant's trunk, while the dot next to it symbolizes an eye. This powerful visual element combines two key associations: the strength and wisdom of the elephant, and the precision and attentiveness connected to visual perception of the world. The custom logo creation using the initial graphic in the shape of an elephant's trunk immediately evokes a sense of power, stability, and protection, as elephants in many cultures symbolize these traits. The elephant’s trunk, with its long, flexible, and strong nature, represents the brand as a symbol of perseverance, the ability to face challenges, and resilience. This logo design speaks to the core values of strength and endurance, highlighting the brand's ability to overcome obstacles with wisdom and stability, making it a professional brand identity that resonates deeply across all applications.

Šolta, a design with an initial grapheme in the shape of an owl, a symbol of wisdom and a nocturnal hunter, connecting the brand with the natural heritage of the island of Šolta and its values of preserving tradition and nature.

Šolta

The initial graphic in this logo design is shaped to represent an owl, a well-known symbol of the island of Šolta. The custom logo design incorporating the owl motif draws on the symbolism of this beautiful and mysterious bird, often associated with wisdom, knowledge, and careful observation. The owl, as a symbol of Šolta, adds deep meaning to the brand identity, as it is known for being a nocturnal hunter, capable of precise and thoughtful action, perfectly aligning with the values the brand seeks to communicate. This logo creation with the owl-shaped initial not only reflects wisdom but also connects to the natural heritage of the island of Šolta. The owl, in many cultures, symbolizes insight, introspection, and a strong bond with nature, making this logo ideal for a brand focused on preserving the natural environment and traditional values, while simultaneously looking toward the future with a thoughtful and wise approach. This professional brand identity design highlights a perfect balance between nature conservation and forward-thinking innovation.

Stobreč, the logo of Stobreč uses the historical context of the town's name, incorporating an element of a laurel wreath that symbolizes 'Laurentius, crowned with laurel,

Stobreč

The logo is based on the historical evolution of the town's name, Stobreč, whose original name was "Sanctus Laurentius", meaning "Laurentius, crowned with laurel". This custom logo design draws on this historical context to create a strong symbol that connects the town's past with its present. Over time, the town's name went through several stages of abbreviation, first becoming "Stlovreč", then "Stovreč", and finally, the current "Stobreč". The logo creation incorporates elements that reflect this historical shortening of the name, with the diacritical mark on the final letter, "č", replaced by two leaves. These leaves in the logo symbolize the laurel wreath, referencing the original meaning of the name "Laurentius" – "crowned with laurel". The laurel wreath, as a symbol of glory and victory, adds deep meaning to the logo design, connecting the town to its rich cultural and historical heritage. The design integrates these elements to create a professional brand identity that highlights Stobreč unique connection to its past while making a timeless, recognizable mark for the future.

TMT, a logo design that combines the letters 'T' and 'M', creating a visual synergy that symbolizes creativity, innovation, and the balance between different aspects of the business.

TMT

In this logo design, the key element is the innovative combination of the initial and final letter "T", which forms the letter "M" in the middle. This unique visual approach not only creates an aesthetically pleasing shape but also carries deep symbolic meaning related to the brand's identity. The custom logo creation process uses this element to represent creativity, innovation, and the dynamic nature of the brand. The use of two "T" (the initial and final) merging in the middle to form an "M" symbolizes the connection of different aspects of the business into one cohesive entity. This professional brand identity design communicates a strong message about synergy and integration, while emphasizing the importance of balance between the various parts of the brand.

Xenna, a design with the initial letter 'X' symbolizing human legs and arms in the air, highlighting the strength, balance, and physical endurance of the brand.

Xenna

The letter "X" holds a dual meaning: it not only represents the initial of the brand name but also symbolizes human legs and arms holding a weight in the air. The logo design featuring this element creates a strong visual connection between the brand and the concept of strength, balance, and physical endurance. The "X" in the logo design outlines human arms and legs in a horizontal position, which can be associated with someone performing a physical activity, such as acrobatics, gymnastics, or another form of physical expression requiring balance or holding weight in the air. This motif clearly communicates strength, agility, and control, as only someone in peak physical condition can achieve such balance and sustain weight in the air.

Yachts Croatia, a logo with minimalist typography that removes the horizontal strokes of the letters, creating a clean, geometric look that emphasizes the brand

Yachts Croatia

The key typographic change was the removal of horizontal strokes in the letterforms, giving the logo a more modern and minimalist appearance. The logo design that incorporates this typographic adjustment creates a strong visual impact by emphasizing clarity, simplicity, and the strength of the lines. This typographic modification allows the brand to stand out through a clean, geometric design that is both elegant and easily recognizable. Removing the horizontal strokes in the letters contributes to a sense of openness and transparency. With no unnecessary elements, the logo design becomes simpler yet stronger, as the focus shifts to the essential lines that form the distinctive shapes of the letters.

Zemljista.hr, a logo design with the initial letter 'Z' symbolizing two neighboring countries, reflecting the connection and proximity between them.

Zemljista.hr

The letter "Z" has been carefully chosen as a key symbol representing two neighboring countries. In this custom logo design, the letter "Z" becomes a symbol of connection, collaboration, and unity, emphasizing the relationship between two neighboring nations that share similar interests and values. Through this symbol, the idea of synergy and mutual understanding is visually expressed, strengthening the foundation for further cooperation and development at all levels. This professional brand identity design captures the essence of partnership, creating a powerful and memorable logo that communicates a sense of shared goals and progress.

Croatian National Tourist Board

The role of the visual identity of the Croatian National Tourist Board in shaping the image of the destination is currently underutilized, despite being a key element through which the destination communicates with the market and the public. The goal of this work is to develop a new, competitive visual identity for CNTB that will fully capture the essence of Croatia as a tourist destination. This identity will not only promote the authenticity, diversity, and modernity of Croatia but will also set the tone for communication and enhance the country’s recognition in the global market.
One of the key elements of Croatian identity is the coat of arms of the Republic of Croatia, whose checkerboard pattern dominates the national flag and has become a visual code by which Croatia is recognized worldwide. For this reason, the checkerboard serves as the leitmotif of the new visual identity of the Croatian National Tourist Board. The logo concept is based on a grid, with each square containing a graphic element, positioned both vertically and horizontally at the center. The grid is divided into 8 × 8 squares, with a letter placed in the center of each. Croatia is divided into seven clusters, each representing a specific region, and each region is assigned a unique color used within the logo, symbolizing the diversity and uniqueness of the country.
The slogan "colorful" clearly communicates the brand’s position and, in an impactful and memorable tone, reflects the key feature of the destination. The positioning of the slogan is flexible. The visual identity employs a modular approach, with grids corresponding to the number of letters in the word and specific logos for each region. The logo is most commonly positioned in the final square of the format, alongside a background photograph that showcases the beauty of Croatia.
Further research should focus on the potential of the grid, including the possibility of adding visible line networks of varying thicknesses, as well as pairing specific cluster colors with complementary tones. It is also essential to explore the tonal gradations of the regional colors and analyze typical patterns within the concept. Ultimately, the visual and cultural context of the typography is crucial, as the concept allows for infinite variations in line with the modularity of the design.

Logo

What is a logo?

Logo (from Latin "logos": word and "typos": imprint) is a specially stylized lettering that represents a product or company. A logo can be composed of text, a trademark, a slogan, or a combination of these elements.

Types of logos

Logotype – A type of logo based exclusively on typography. For example, Milka, Coca-Cola, and Google. When people talk about logo design, they usually think of a logotype because of the name. A logotype can be presented in an existing font or tailored to the specific needs of the company. Using text alone for logo design can be an effective branding tool if executed correctly. The result is a stylized logo with a unique font and letter style that becomes associated with the brand.
Monogram – A logo composed of letters, mostly initials of the company. It is typically a shortened version of the brand name. Instead of two or three words to remember, initials are used for brand identification. Since the focus is on the initials, the chosen (or custom-designed) font is crucial to ensure that the logo is not only aligned with what the company does but also legible when printed across various applications. For example, IBM and NASA.
Sign or Symbol – Graphic icons that represent a specific company, the most well-known type of logo. They are typically used in combination with a logotype. For example, Apple, Twitter, and Nike. Each of the symbols of these companies is so emblematic, and each brand is so established that the symbol itself is instantly recognizable. For this reason, it can be a challenging type of logo for new companies or those without strong brand recognition.
Mascot – Mascot logos are logos that include an illustrated character. Often colorful, sometimes drawn, and generally always fun. A mascot logo is a great way to create your own brand spokesperson. Think of them as ambassadors for the business. Mascots are excellent for companies that want to create a friendly atmosphere, attracting families and children. Think of all those mascots at sports events and the great dynamics they create by interacting with the audience! For example, Vučko, the mascot of the Sarajevo Winter Olympics.
Emblem – The oldest type of logo. It consists of text and a symbol, most commonly found on crests, badges, or seals. These logos typically have a traditional character that can leave a strong impression, making them a popular choice for many schools, organizations, or government agencies. The automotive industry also heavily favors emblem logos. While they have a classic style, some companies have successfully modernized the traditional emblem look with logo designs that fit the 21st century. For example, Harley-Davidson.

Why is a logo necessary?

A logo is a key element of visual identity and the starting point between you and the customer. A good logo design is an important part of a company’s branding strategy. When we talk about a complete logo, it is a symbol of the company’s authenticity and creates differentiation in the market. Moreover, the design of a professional logo can enhance your company’s reputation and enable clear identification between the customer and the product. A logo helps build brand awareness. Professional logo design conveys a message of credibility, trust, and the values we represent. Remember, the first impression is the most important, and the logo must be simple, authentic, and impactful. The symbol you design determines the design of the visual identity and later the branding of your company. In practice, a well-designed logo is extremely important for branding, so leave the design and creation of your logo to design experts.

What makes a good logo?

There is no perfect logo. The goals vary depending on the audience and brand values. However, there are standards that are the same for all markets. A logo must be:
Simple – The best design comes from simplicity, which is the hardest to achieve. Avoid designing and creating complicated logos; minimalism is key because it is timeless.
Memorable – Your logo is often the first thing people will see. It is crucial to design a memorable logo and visual identity using creative ideas.
Relevant – A logo should maintain the personality and values of the brand. For example, you should avoid using childish fonts for elegant women’s shoes.

The process of creating and designing a logo and/or symbol

Evaluate the brand – The first step in the logo design and creation process is to understand what the brand represents and what its business goals are. This is called the client discovery phase. There is no logo design that fits everyone – a logo is only as good as the company it represents. Therefore, it will not be effective if the client’s desired brand impression is not understood in advance.
Research the market – It is important to learn from the examples of others in your own market. Analyze the techniques used in logo design and creation, such as specific colors or shapes. Additionally, determine what types of logo designs should be avoided in order to stand out in the market, what kind of customers dominate the market, or which customers are preferred by competitors, etc.
Make a list of places where the logo will be used – Just like the brand strategy, the physical or digital space where the logo will appear should also influence the design decisions. Check where the logo will be used – this is called the application discovery phase. Even if there is no complete range of uses yet, the sooner you predict how the logo will be applied, the better it is for the logo development process. Where necessary, the design and creation of the logo or symbol can be defined based on the color scheme, shapes, etc. In any case, minimalism and simplicity are key when creating a logo or symbol.
Sketch different logo concepts – First, the act of sketching itself can spark creativity. But more importantly, outlining a wide range of concepts helps to see what works and what doesn’t. Even if I’m fairly confident I have an idea I like, I sketch out other ideas. Sometimes I surprise myself with something I end up liking, and that can at least help a bit if the client doesn’t like the direction of the original concept or logo design. Once I’ve settled on a few concepts, I try sketching variations, adding or removing elements, fine-tuning small details, and then move on to typography.
Create digital sketches in a vector program – At this point, I have enough logo sketches and a clear direction for how the final logo should look. I choose approximately three of the best variants from the sketches and digitize them in a design program. This is where the final logo starts to take shape. Some elements, such as color, font, and even patterns on various brand materials, may only become apparent after scanning the logo design. Now, I make all the important design decisions that couldn’t be made during the sketch phase. I experiment with logo colors and typography in my digital design. In the final phase, I present the digitized logos or symbols to the client.

Visual identity

Visual identity is not just one thing, but a set of elements that together create a unique image of the brand. When used correctly, this tool increases brand awareness, differentiates you from the competition, and helps build an emotional connection with your audience.

Why is visual identity important?

Visual identity is important because it helps create a memorable and consistent brand image that consumers can easily recognize. A strong visual identity across all branding materials and products can help your brand stand out from the competition and build trust and credibility with consumers.

The role of visual identity in building trust and credibility

Your visual identity can create a connection with potential customers or make them cautious about your brand and the quality of your products or services. Here are a few reasons why every company (large or small) that values brand perception should invest in the design and creation of a visual identity:
First impressions are crucial for any brand: a customer only needs a fraction of a second to form an opinion about your brand. If they don’t have a positive view of your visual identity, they may assume you don’t care about your company. And if they can’t trust what you offer, they won’t buy from you. Good visual identity design is important in an increasingly visual world: the demand for images and videos grows every year, and the visual content market is expected to increase by $1.4 billion between 2022 and 2026, with an annual growth rate of 5.9%.
Content is also becoming more visual than ever: 51.4% of marketers now include visual elements in 91–100% of their content. So, if you don’t have a cohesive, appealing visual identity that matches your brand’s personality, you’ll find yourself lost in a sea of competition. People have been learning to attribute meaning to visual content since birth: they engage with visual content more than any other type of external information. Carefully crafted visual identity that meets your audience’s needs increases their affinity for your brand and enables them to better absorb and retain your information.

How to Design a Strong Visual Identity

You can’t just gather a logo, colors, fonts, and images and call it done. To achieve the right results, the process must be approached strategically.
Understanding how the brand influences images – For a visual identity to be effective, it must reflect what the brand does, who it is, what matters to it, and how it wants to communicate that to its audience. This means carefully considering and planning the brand’s purpose, personality, voice, tone, and message to ensure the visuals are in the right tone. It is also important to have a clear understanding of your audience’s needs, desires, and challenges. This enables the creation of impactful visuals that resonate with the people you want to reach.
Defining a color palette – Different colors symbolize different things and evoke various emotional reactions when people see them. It’s important to choose a color palette that reflects the business, the overall personality of the brand, and the message you want to convey to the target audience.
Create a recognizable logo that reflects the brand – A logo is the foundation for visual brand recognition. It’s one of the first things people notice, so it should accurately convey the personality and values defined by the brand. A logo can be a symbol, an icon, or even the brand name in a stylized format. The most important element in visual terms is simplicity.
Choose Fonts – The font you choose should align with the aesthetic and tone of your brand. For example, a formal or traditional brand might opt for a classic serif font, while a modern or high-tech brand might choose a sleek sans-serif font.
Textures, Shapes, and Elements – Just like the colors, textures, shapes, and visual effects you use in your design create a specific image for your audience, they should be used wisely. For example, using animations instead of simple images can add a fun and creative touch to your identity. Round shapes can evoke feelings of unity, love, and community. On the other hand, shapes with sharp edges, like triangles, squares, and rectangles, can convey a sense of security and stability.

Visual Identity vs. Brand

Visual identity is an important element of a brand, but there are key differences between the two. The creation and design of visual identity refers to what people see when they interact with your brand and products. It’s the outward appearance of the brand. Brand identity goes beyond the image and includes everything that brings your brand to life: voice, tone, story, values, personality, mission, style guides, and much more. If a company were a car, its visual identity would be the car’s appearance: the paint color, shape, dimensions, and even the interior. The brand is how the car makes passengers feel, how it drives, and its reputation when it comes to safety.

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