What is a logo?
A logo is the visual mark that identifies your business. It appears on your website, signage, packaging, social media and documents, so people recognise you at a glance. A logo is one part of your brand, which also includes colours, typography, tone of voice and customer experience.
Types of logos
Most professional logos fall into one of these styles. The right one depends on your name, industry and where the logo will be used.
Wordmark
A logo made from the business name in custom type. Best for distinctive names, like Crust or Sticka.
Lettermark / monogram
Initials or a single letter, ideal for long names, like the R mark in Rivanshome.
Emblem / badge
Text inside a crest or badge. Classic and sturdy, popular for trades, food and festivals, like Mandor Ari.
Mascot
An illustrated character that gives a brand personality, like Chef Joy or Crispy Crunch.
Pictorial mark
A recognisable icon, such as a leaf or a house, that represents your business.
Abstract mark
Geometric or abstract shapes that suggest an idea rather than show an object, common in tech brands.
Combination mark
A symbol plus a wordmark. The most flexible option, as in Caribbean Pool Services.
What makes a good logo?
- Simple: clear shapes that are easy to recognise and remember.
- Memorable: distinctive enough to stand apart from competitors.
- Versatile: works small on a phone and large on a van or shopfront.
- Timeless: avoids short-lived trends so it lasts for years.
- Appropriate: fits your audience and industry.
The logo design process
A good process starts with a brief about your business, audience and competitors. The designer then creates original concepts, you choose a direction, and the design is refined through revisions until it is approved. Finally you receive the finished logo files. Read more about our logo design process and packages.
How much does a logo cost in the UK?
Logo prices vary widely depending on research, the number of concepts, revisions and any brand strategy included. At Design n Dev, logo design starts from £19 for Starter, £49 for Standard and £95 for Premium, all with 100% ownership rights. Brand identity, brand guidelines and stationery are quoted separately.
Logo file formats explained
Vector files (such as SVG, AI, EPS or PDF) scale to any size without losing quality, which is ideal for signage, vehicles and print. Raster files (PNG and JPG) are made of pixels and suit websites and social media. Always ask which files you will receive. The Premium package includes a full brand file pack.
Colour and typography
Keep to one to three main colours and one or two typefaces. Check that your logo works in black and white and has strong contrast on light and dark backgrounds. Colours carry associations: greens often suit nature and landscaping, while warm reds and oranges are widely used in food and hospitality.
Common logo mistakes
- Too much detail, which disappears at small sizes.
- Following a passing trend that dates quickly.
- Using stock icons or copied ideas that are not original.
- Poor contrast or hard-to-read lettering.
- Using too many fonts and colours.
- Never testing the logo on real items such as signs, packaging and social profiles.
How to choose a logo designer
- Look for a portfolio in or near your industry.
- Check that you receive 100% ownership rights.
- Confirm the number of concepts and revisions before you pay.
- Ask which file formats are included.
- Choose a designer who communicates clearly and keeps to deadlines.
Logo ownership and trademarks
Make sure you receive full ownership of the final logo, ideally in writing. Before you launch, check that your design is not confusingly similar to an existing brand. The UK Intellectual Property Office website lets you search registered trademarks. This is general information, not legal advice.