Key Logo Design Elements: Definitions & Examples

Logo Design Elements: Key Definitions

A logo consists of several key components, each serving a specific purpose to represent the brand. There are also a variety of logo design variations that may be used to represent your brand. When you are onboarding as a logo design or graphic design client with us, you might hear us use a few of the following terms, so we wanted to put together a guide including definitions and examples of common logo design elements to help break down of the different parts of a logo:

1. Logotype (Wordmark)

• Text Element: This is the part of the logo that includes the brand’s name, usually in a specific font or typeface that reflects the brand’s identity. It can be purely text-based.
• Font/Typeface: The specific style of text used in the logotype. The choice of font can convey different aspects of the brand’s personality (e.g., modern, classic, playful).

2. Icon (Symbol or Mark)

• Icon: A visual symbol that represents the brand. It can be abstract, literal, or a combination of elements that symbolize the brand’s values or industry.
• Logomark: This is when the logo consists of an icon or symbol only, without text.

3. Tagline (Slogan)

• Tagline: A short phrase that accompanies the logo, often used to convey the brand’s mission, values, or a key message. It’s usually placed below or alongside the logotype.

4. Combination Mark

• Combination Mark: A logo that includes both the logotype and the icon. This is one of the most common types of logos.

5. Submark

• Submark: A simplified version of the logo, often a smaller icon or a monogram, used in smaller spaces where the full logo might not fit or be necessary.

6. Variations

• Primary Logo: The main version of the logo that is used most frequently.
• Secondary Logo: An alternate version of the logo, often a simpler design or a variation that fits different formats (e.g., horizontal or vertical layouts).
• Responsive Logo: A logo that changes in complexity depending on the size and usage, from a full logo with text and icon to just the icon for small screens.
• Monochrome Version: A single-color version of the logo, used in situations where full color isn’t possible or appropriate.
• Inverted Version: A version of the logo that works on dark backgrounds, where the colors are reversed or adjusted.

7. Color Palette

• Brand Colors: The specific colors used in the logo, which are part of the brand’s visual identity. The colors can evoke certain emotions or associations.

8. Font Variations

• Custom Typeface: A unique, custom-designed font specifically created for the brand.
• Alternative Fonts: Additional fonts that complement the primary typeface, used for different purposes within the brand’s identity.

9. Grid System

• Grid System: The underlying structure used to design the logo, ensuring that elements are proportionate and aligned.

These elements work together to create a cohesive visual identity for a brand, allowing it to be recognizable across different media and platforms.

Other Logo Design Definitions

Here are some additional logo design terms that we might use:

Lockup

• Definition: A “lockup” refers to a specific arrangement or combination of a brand’s logo elements—such as the logotype (brand name), icon (symbol), and sometimes a tagline or slogan—into a unified design. The lockup ensures that these elements maintain consistent proportions, spacing, and alignment when used together. A typical brand design will likely have more than one logo lockup.
• Example: a horizontal lockup (with or without a tagline), a vertical lockup (with or without a tagline), a “badge” lockup, a “monogram” lockup, an icon-only lockup, or a wordmark lockup.

Negative Space

• Definition: The empty or blank space around and between the elements of a logo. Negative space can be used creatively to form hidden images or symbols within the logo, adding depth and interest to the design.
• Example: The FedEx logo uses negative space between the “E” and the “x” to create an arrow.

Kerning

• Definition: The adjustment of the spacing between individual letters in a logotype. Proper kerning ensures that the text in a logo is visually balanced and easy to read.
• Example: Adjusting the space between letters like “A” and “V” to avoid too much or too little space.

Leading

• Definition: The vertical spacing between lines of text in a logotype, particularly when the text is stacked. Leading is important for readability and overall visual appeal.
• Example: The distance between the tagline and the brand name in a logo.

Baseline

• Definition: The imaginary line upon which most letters in a logo sit. Some letters (like “g” or “p”) extend below this line, while others align perfectly with it.
• Example: Ensuring that the text in the logotype aligns consistently with the baseline to avoid an uneven appearance.

X-Height

• Definition: The height of the lowercase “x” in a typeface, representing the height of the body of lowercase letters. The x-height influences the overall readability and visual balance of a logotype.
• Example: A larger x-height makes the text appear larger and more legible at smaller sizes.

Ascender and Descender

• Definition: Ascenders are the parts of lowercase letters that extend above the x-height (e.g., “h”, “l”), while descenders are the parts that extend below the baseline (e.g., “g”, “p”).
• Example: In a logotype, careful consideration of ascenders and descenders ensures that the text looks balanced.

Stroke

• Definition: The thickness or weight of the lines that make up the letters or elements of a logo. Stroke weight can significantly affect the perception of a logo, making it feel bold, delicate, modern, or classic.
• Example: A thicker stroke gives the logo a more robust and impactful look.

Serif and Sans-Serif

• Definition: Serif refers to the small decorative lines or extensions at the ends of letters, common in traditional fonts. Sans-serif fonts lack these extensions and are more modern and clean.
• Example: Times New Roman is a serif font, while Arial is a sans-serif font.

Gradient

• Definition: A gradual transition between two or more colors or shades. Gradients can add depth and dimension to a logo.
• Example: The Instagram logo uses a gradient from purple to orange.

Monochrome

• Definition: A design that uses only one color, often in varying shades or tints. A monochrome logo can be used in situations where color printing isn’t possible or when a simplified design is needed.
• Example: A black-and-white version of a logo for use on invoices or letterhead.

Glyph

• Definition: An individual character or symbol in a typeface. Glyphs can include letters, numbers, punctuation marks, or special characters, often customized in a logo for unique branding.
• Example: A custom ampersand (&) designed specifically for a brand’s logotype.

Vector

• Definition: A graphic format that uses mathematical equations to create images, allowing logos to be resized without loss of quality. Vector logos are essential for scalability and consistency across different media.
• Example: Adobe Illustrator is commonly used to create vector logos in formats like .AI, .EPS, or .SVG.

Pixel (Raster)

• Definition: The smallest unit of a digital image, typically used in raster graphics, which are resolution-dependent. Unlike vector graphics, raster images can lose quality when scaled up.
• Example: Logos saved as .PNG or .JPEG are raster images.

Opacity

• Definition: The degree of transparency in a logo element. Adjusting opacity can create layering effects, highlight specific parts of the logo, or make it more adaptable to different backgrounds.
• Example: A logo with a semi-transparent background might blend more seamlessly with website images.

Pantone

• Definition: A standardized color matching system used in printing. Pantone colors ensure that specific hues remain consistent across different materials and printers.
• Example: Using Pantone 186 C to guarantee a brand’s red color looks the same on all printed materials.