Logo Design Ideas for Business
Looking for business logo design ideas for your own company? Or maybe your client, the business owner, wants to communicate their company philosophies, thoughts, core values or wisdom through the upcoming new logo?
Look no further as I have compiled some useful business logo ideas together with examples and their respective case study for you to spark your creativity.
1. Agility (Agile)
The definition of creativity:
"Ability to move quickly and easily"
"Ability to think and understand quickly"
According to their press release in November 13th, 2006, the company rebranded their name from PWC Logistics to Agility. Below is the excerpt regarding Agility official logo idea and meanings:
The word Agility describes the culture of the organization, its speed and dexterity in responding to customers’ needs; while the icon, a dragon is a powerful metaphor, common across different cultures of the world. It symbolizes wisdom, independence, heritage, empowerment, leadership, trade, strength and speed.
At the time research, I found some interesting comments suggesting the dragon was more likely a fox (or even a fire fox). They also pointed out that a fox is more suited with agility and dexterity concept. But I think that the designer already used Agility italic typeface together with the dragon body drawn with stylized stroke and colors to illustrate movement with swiftness and power.
As stated in their press release, the company chose a dragon as the icon to show wisdom, leadership, strength and speed. Agile? maybe a dragon is not as agile as a fox. But in a fantasy logistics world, a flying dragon definitely can travel the world much faster and deliver more cargo than a (flying) fox, isn't it?
Our next logo is really using a firefox, and it's none other than the Firefox browser logo.
This famous logo is actually quite strike forward with its design and idea representation. As stated in their June 2019 blog article, the key business ideas behind using a fox are: quick, clever and untamed. Another key point is design of a firefox circumnavigates the globe is to show stretchiness, the flexiblity to adapt to a changing environment.
BTW, even though Mozilla (its owner) has been using fox to communicate the value of fast and clever, not many people know that actually Firefox name was derived from the nickname of red panda, that is "fire fox".
The next example is Punter Southall Group, a very simple and abstract logo. The color black and dark blue key points are my guesses only.
Future Kings, the logo and brand developer, published a case study regarding the conception of this logo with "Intelligently Agile" idea. You can read their huge documentation regarding the development process, brand guidelines and appications here.
If you dig deeper into the case study, you would find that they used various colors and shapes like triangles, circles, squares to develop the logo and brand for Punter Southall subsidiary companies. All within the concept of "Intelligently Agile" concept. Interestingly, all the logos has the red dot positioned in the same place. Moreover, all the logos have a resemblance like an analytical chart, perhaps to showcase their background as financial companies.
The definition of bold:
"Showing an ability to take risks; confident and courageous"
"Having a strong or vivid appearance"
Bold (or brave) is one of the most popular design elements or business ideas you can find in design world. Let's see some of the logos that utilising the bold idea.
Basement Theatre is located in Auckland, New Zealand. The theatre has played host to 600 productions of theatre makers, dancers, visual artists, poets, musicians and comedians, and original, local, responsive content. They proudly showcase new voices and performance.
In 2015, they commissioned Studio Alexander to develop a bold, playful and edgy brand. The result was one of the most unique logos I have seen so far. By playing with text flow orientation from horizontal to vertical downward, and combining the double T to resemble a down stairway shape, the designer brilliantly communicated basement, bold, edgy and playful elements. GT Haptik Black typeface was good choice to display boldness.
Studio Alexander had joined Onfire Design in September 2016. Hence, at the time of writing this article, I couldn't find their original case study regarding this unique works. But you can still dig Basement Theatre logo reviews, development process and its and its brand applications in design blogs like Brand New, Identity Designed and BP&O.
The next example is also from the Kiwi Country., It is a fresh and memorable logo from We Compost, an Auckland based commercial compostable waste collection service. They collect over 50,000 kg of organic waste each week — servicing corporate offices, schools, tertiary institutes, medical institutes, homes, hotels, cafes, restaurants, coffee-roasters and caterers.
We Compost logo and brand identity were developed by Seachange in 2019. Their branding strategy was to do something fresh for the sector; modern, fun and accessible to everyone. Something memorable that would attract and motivate people of all ages to compost. It needed to go against the grain of the visual world of composting (saturated with leaf logos, recycling symbols and overly worthy messages).
The result was the mighty worm (worms play a crucial role in composting). The iconic worm logo is modern and playful and speaks to the grass-roots of composting. The company name "WE COMPOST" which was placed and tilted inside the worm's belly was a lovely way to proclaim the huge positive impact composting has on our earth.
You can further study the brand identity applications, like stationary, litter bin, t-shirt and a special developed typeface featuring the mighty worm here on Seachange website.
The next example is from the rebranding of Darling Magazine in 2018. Darling magazine was developed upon a foundation of empowerment of women, it claims the slogan, "the art of being a woman". Darling Magazine was renown for using 'models of all shapes and sizes' and eschews retouching and photoshopping.
The use of ultra bold serif font was already self explanatory for their bold attitude of fully display beauty, influence, style and strength through wit, wisdom, courage and originality. But darling, the strong point in this logo is the distinctive comma, which was simple but effective to spark someone's attention an curiosity.
According to its designer, Alyssa Yuhas, the new logo was inspired by their early years sentiment that “Darling is like a letter from a friend,” and the comma is the spark, the invitation to thoughtful conversation. You can read more at Alyssa Yuhas brief case study here and also visiting Darling Magazine's mission page.
The definition of creativity:
"The use of the imagination or original ideas, especially in the production of an artistic work."
For those who are developing a branding project for a company that has products with multiple color properties, such as painting materials and coloring kits, arts and entertainment definitely should consider "creativity" idea. But this doesn't mean if you're working a project within more serious industries like financial institution cannot use this idea. As you can see from the logo of a Christian mission agency, Lifewords.
Lifewords, initially named Scripture Gift Mission (SGM), was founded in 1888 by a printer name William Walters, who believed bible should be accessible to all. Today the agency operates in more than 25 countries and has delivered the Bible to over 200 countries.
In 2005 SGM was rebranded as SGM Lifewords. And then in 2017, its name was simply shortened to Lifewords. Afterwards, a London based agency, Sparks Studio was brought in to create a new visual identity. The requirement was the visual brand should embody the innovation and creativity of what they do and focus on "life" and "words". Thus they focused on the idea of "Inviting Ways In", creating fresh and engaging ways to explore the Bible’s life words.
As pictured above, the result was a logo that successfully conveyed creativity and innovation in a clever way. At the same time, they also creatively designed a "way in" for each letter to communicate the idea of "Inviting Ways In" to explore the Bible's life words. The logo also stroke an engraving style which nicely connected with their underlying scripture heritage.
Next our example in creativity idea is coming from Dulux logo. Dulux, which its name was derived from the words Durable and Luxury, is the worldwide renowned brand of architectural paints. In 2008, after acquiring Dulux, AkzoNobel commissioned a London-based Design Bridge to develop a new brand identity for the global leading paint brand. One of the main requirement was the resulting logo should be aligned with their mission: "Adding Colour to People's Lives".
In an interview with The Marketing Society, Design Bridge's Group Strategy Partner, Simon Black revealed the inspiration behind Dulux's logo: "colour can change more than just walls, it can change the emotions of the people who live within them." (You can read the complete interview here)
As a result, they come up with the Figure with rejoicing gesture, and combined with Multicoloured Flourish splash to communicate creative freedom with colours to transform people's life with joy and positivity. Moreover, the resulting logo also succeed in conveying the company's mission: "Adding Color to People's Life".
The next is Genius logo from Genius Foods, an Edinburgh based company famous for its delicious gluten-free bread. The company was founded by Lucinda Bruce-Gardyne in 2009, specifically it was born out of Lucinda’s requirement to provide tasty gluten-free bread for her son, whom had been diagnosed as gluten intolerant. Today, Genius gluten-free products are available in UK, France, Germany, the Netherlands, Australia and the UAE.
The above logo was the new identity developed by B&B Studio in 2017. The new logo was intended to reflect the brand's experience in delivering ingenious products of high quality and flavour. The thought bubble or bitemark symbolizes the imagination, creativity and tastiness. The color choice of blue sky represents "blue-sky-thinking", which means the activity of trying to find completely new ideas, according to the Collins Dictionary.
Indeed, this an example of a simple and playful visual, but sophisticated way to show creativity, especially the choice of 'blue-sky-thinking' blue, while also alluding tastiness. You can find more packaging photos on Genius project page, and also visit their website.
The definition of diverse:
"Including many different types of people or things"
If you happen to work with a client that has a lot of variety product offerings, or maybe, you're developing a brand identity for a university, community board or large event in town, "diverse" business idea is definitely a low hanging fruit you can explore for your project.
Let's take a look from Inner West Council logo from Sidney, Australia. The council covers approximately 186,000 residents and an area of 36 square km from Balmain in the North, Newtown in the East, Tempe in the South and Croydon in the West. And, they pride themselves as a community made up of different cultures, ideologies and experiences, which was cleverly communicated through their logo below:
According to their news announcement, Inner West logo was designed multi-faceted and can be filled with any pattern or colours to celebrate a uniquely creative, vibrant and diverse community. They creatively used shapes taken from their built environment, which also symbolising diverse neighbourhoods living side-by-side in harmony.
The logo was developed by For The People agency with $90,000 budget. The agency's project page on Inner West is available online. You can study further their works on logo variations, newsletter, brand identity applications and more on this project here.
If Inner West logo was using multiple shapes to show diversity, our next example, on the contrary, was using a single shape to represent its diverse entertainment offerings.
Woodbine Entertainment Group is the Canada's largest horse racing and wagering operator. It also host Queen's Plate, the oldest continuously run horse race in North America. In 2017, Woodbine wanted to transform its 684 site a broader entertainment experience integrating new expanded entertainment and cultural offerings, food and dining, hotel, shopping, post-secondary education, recreation, health, wellness, and urban residential living. Hence, Woodbine tasked Concrete (a Toronto based brand and design agency) to revitalize its brand to reflect this transformation.
The published case study from Concrete also mentioned they were required come up with a solution that respected the heritage of horse racing while also reflecting a broader and more diverse entertainment offering.
Consequently, they abandoned the literal use of "horse" in the logo. Instead, they opted to use a stadium shape for the race track as the core logo element. The star was used to represent entertainment and also served as a reminder to the heritage of horse racing silks. At the time, five point star was prevalent in jockey silks. And lastly, the capital bold "W" applied to represent Woodbine name.
Overall, Woodbine and Concrete had done a good job to create a nice and modern logo to represent their wide and diverse entertainment offerings by using an abstraction of "track" as the unifying element while also paying respects to the heritage of horse racing. For further study, you can read more the source materials for Woodbine Entertainment Group branding case study.
The next example is coming from a Nordic country. Creo, formely Musikernes Fellesorganisasjon (MFO for short) and its design agency, Dinamo created an interesting concept to represent "diversity". Let's take a look at their logo(s) below:
Creo is the largest artist organization in Norway. They work to ensure better wages and working conditions for their members. Their members are performing musicians, dancers, educators, producers, music therapists, scenographers, conductors, inspectors, sublayers, technicians and critics. This means Creo represents a large diversity of arts and culture professionals.
The following explanation was taken from a Dinamo project page, which was written ini Norwegian. Since it was translated using Google and Bing Translate, maybe some words presented here may not reflect its original author intents .
In 2018 Dinamo was tasked to develop a visual identity that communicates strength that comes from unity in diversity, innovative and relevant. They took inspiration from time, movement, variation and intensity in art forms. Furthermore, the combinations of these art forms creates rhythm, passion, dynamics, tensions, expressiveness, emotions, reflections, etc. Based on this concept, they built 3 set of basic graphic symbols: Curves, Repetitive Shapes and Dynamic circles.
Then from these 3 set of basic graphics, they developed the entire Creo's brand identities. They even developed specialized software to generate typography based on these three graphic symbols as well. The downside of this kind of typography is the resulting logo can be difficult to read and may lost its details in small size applications. But nothing is perfect, right?
Overall, Creo and Dinamo did come up with a very interesting and creative concept, as it successfully embodied the ideas of arts, creativity and diversity into their distinctive logo. It always nice to see someone(s) willing to go extra miles for their logo and brand identity in the age of instant gratification.
For further study, you can read more on the Dinamo project page, which was written in Norwegian and it still referred to the old MFO name. Additionally, a Design Manual from Creo also is also available here, which was also written in Norwegian.
The definition of empowerment:
"Authority or power given to someone to do something"
Empowerment is a set of measures designed to increase the degree of autonomy and self-determination in people and in communities in order to enable them to represent their interests in a responsible and self-determined way, acting on their own authority. It is the process of becoming stronger and more confident, especially in controlling one's life and claiming one's rights.
Empowerment has a very positive meaning. If executed properly, the resulting logo identity can give the viewer a sense of encouragement and excitement to increase motivation. Thus, "empowerment" is an idea worth considering. Let's start with AFL Woman logo shown below:
AFL Women's is Australian rules football league for female players, which was launched in February 2017. The league is run by Australian Football League (AFL). The logo, which was revealed to public in September 2016, was developed by PUSH Collective, an brand consultancy from Victoria, Australia.
In its project page, PUSH stated that the logo was intended to communicate a bold message of inclusivity and woman empowerment, as symbolized by the "W" mark. They then explored and combined the shapes of goal posts and square into the "W" mark. The result was a memorable logo that speak out woman empowerment in an energetic manner, while also alluding Australian goal square and posts in a deceptively simple "W" mark. The project page from PUSH is available here.
The next example is from Makaton, a language programme designed to help people with learning or speaking difficulties. It combines speech and signing as one, supported by a library of symbols.
Actually the name "Makaton" is derived from the first letters of the names of the three speech and language therapists who helped devise the programme in the 1970s: the researcher Margaret Walker, and Katharine Johnston and Tony Cornforth, colleagues from the Royal Association for Deaf people.
Makaton current logo identity was introduced in January 2017. It was developed by Multiadaptor, a London based brand agency. They were tasked to develop a brand identity to communicate "give everyone a voice" with personality that conveys the simple joy of communication. The resulting logo was simple but successfully communicated what Makaton did best. The "Okay Hand Gesture" combined with the hidden speech bubble to symbolize speech and signing as one language. Moreover, the okay gesture, together with they "pop" yellow also gave an easy and uplifting playful feel. One word, awesome!
Makaton's text only project case study is still available in Wayback Machine, you can access it here. While the photos of their brand applications, such as stationary, mug, brochures are still available at Brand New. Alternatively, you can also visit Makaton's website here.
Our next logo example is from Monster, a global online employment solution for people seeking jobs and the employers who need to find the best talent. Today, after more than 20 years, the company has offered services in more than 40 countries, ranging from job seeking, career management, recruitment to talent management.
In July 2014, Monster unveiled their new purple Monster flag logo, as shown below:
According Siegel+Gale, the brand design firm behind the new logo, the new identity was conceptualized from the "Find Better" idea and communicating the brand’s new focus on empowering people to strive for improving their lives through work. And the result was the purple Monster flag, which served as the mark to unite job seekers and recruiters. The flag also symbolized an individual achievement of finding better — literally planting your flag as a personal mark that you have successfully arrived in your quest for better.
They also pointed out another interesting point regarding the purple flag, as there was no country in the world using purple flag, thus making Monster flag unique. Furthermore, they also mentioned that the purple color historically used to come from sea snails making it very hard to come by, and as such, only royals used this color.
I know purple color is often associated with royals, but, honestly I never bother to find out why. But the Monster purple flag explanation made me eager to find out. So, according to Wikipedia, originally Tyrian purple dye was extremely expensive in antiquity. The process of making the dye was long, difficult and expensive. Thousands of the tiny snails had to be found, their shells cracked, the snail removed. The snails were left to soak, then a tiny gland was removed and the juice extracted and put in a basin, which was placed in the sunlight. There, a remarkable transformation took place. In the sunlight the juice turned white, then yellow-green, then green, then violet, then a red which turned darker and darker. The process had to be stopped at exactly the right time to obtain the desired color, which could range from a bright crimson to a dark purple, the color of dried blood. Hence, only kings, nobles, priests and magistrates all around the Mediterranean could afford the color.
Back at the logo again, Siegel+Gale had created a unique and distinctive logo, while also successfully communicating the brand message to "empower people to strive for improving lives through work", embodied within the purple flag metaphor. As seen in the above picture, the purple flag logo had a strong presence and really stand out in its applications for stationary, brochures, booklets, banners, and social media.
For further study, you can goto Brand New, since, at the time of writing, the project page from Siegel+Gale was nowhere to be found, even in Wayback Machine.
The definition of fun:
"Enjoyment, amusement, or lighthearted pleasure."
Fun particularly associated with recreation and play, fun may be encountered during work, social functions, and in daily life. The word fun is associated with sports, sexual activity, entertaining media, high merriment, and amusement. In design world, usually fun is conveyed with cute characters, comic shapes, multiple colors, playful typography or maybe some kind of semblance of "weird". If your company's products are supposed to convey fun and excitement, you can consider this design idea like the logo from Ibsens Fabrikker.
Ibsens Fabrikker is a Danish company specialises in making mascot costumes, oversized promotional air balloons plus figures and product replications. Fabrikker means factory in Danish. In April 2013 they unveiled a new logo together with other brand identities. The smiling factory brand was developed by Form Agenda, an agency based in Aalborg, Denmark.
Not much background text explanation for the logo was provided, but the cute smiling factory had communicated fun successfully. This was in line with a statement in their website, their main goal was to produce unique effects and eye catchers to imprint brand into the minds of customers and "Fun for you is fun for us" was Ibsens Fabrikker motivation.
The three building characters perhaps to represent their three factories: Teddy, Air and Figure factory respectively. Form Agenda also worked on Ibsens Fabrikker website, fabric tags and stationary. You can view their beautiful and adorable applications here and the fabrikker website here.
Melbourne's Luna Park is a historic amusement park which was opened more than a century ago on 13 December 1912. Today it has 20 rides and attractions and more than 800,000 visitors per year. The most famous of the park’s attractions is its Roller Coaster – The Great Scenic Railway, a large wooden coaster that projects its passengers, at high speed, around the outside of the entire Park.
In 2017, Luna Park unveiled their logo (shown above) together with other brand identities, which was developed by SML Design. Their task was to reinvigorate Luna Park brand and remind their audience how liberating it is to have fun, giggle and smile. Hence, they come up with the park's famous mouth entrance as the main identity and served as the base for a series for other mouth conveying the multiple personalities of its audience, holidays and events throughout a year. The multiple vibrant colors, perhaps, were also used to emphasize fun.
A unique and uncomplicated logo that using their iconic mouth entrance to convey their heritage while also brilliantly served to communicate fun and excitement. Below are some of their applications:
Fanta, according to its website, is the fruity soft drink that intensifies fun. The bright, bubbly and popular drink is the second oldest brand of Coca-Cola Company. Fanta originated as a Coca-Cola substitute during the American trade embargo of Nazi Germany which affected the availability of Coca-Cola ingredients in 1940. The name Fanta is a shortening of the German word fantastisch, a word that can mean both fantastic and terrific.
This new 2017 Fanta logo is developed by Koto, a London-based branding agency. They spent 18 months working on the project including label designs, custom fonts and emoji set. They hand-constructed the new logo out of paper and then re-created it in digital form. Hence the resulting logo was upright and stroke angular look. The core message for the new logo was bold, vibrant and fruity, in line with young audiences who wants to live live full of fun.
The famous orange from their old logo was still presented with the green leaf and orange circle, actually Fanta has more than flavors worldwide. A small "smile" was added on the last A for more "flavour" for fun.
The definition of grow:
"Become larger or greater over a period of time; increase"
Every business owner expects their company to grow and succeed. According to nibusinessinfo.co.uk, growth can be good for business to grab new opportunities, increase sales, attract more customers, expand product and services and many more. So why not inject the grow or growth business idea to your logo design projects like the following examples.
In 2017, according to The Guardian, fretting that Paraguay was regarded as a waystation for smugglers and its economic resilience being overlooked, its government hired Bloom Consulting to renovate its image. Bloom Consulting, based in Madrid, is a firm specialises in nation and city brand.
A consortium was formed between Bloom and Kausa, an advertising agency based in Asunción, Paraguay, to create the new Paraguay brand to represent the economic investment policy of Paraguay. The actual design works were then carried out by UMA, a design studio based in Lisbon, Portugal.
The core idea was to communicate Paraguay as an economic fertile country. The logo buliding blocks were flower to represent growth, sun to represent wealth and gear to represent opportunities. Then the three elements, the flower, sun and gear were nicely blended together becoming a new blooming flower to represent Paraguay's economic fertile concept.
Furthermore, they also chose natural dark green, green and blue to growth, opportunity and richness respectively in line with fertile and growth concept.
Interested with Paraguay brand ? You can study further the project by visiting UMA's gallery on Behance here.
Established in 2012 by two best friends, David Luba and Kalen Emsley, in Regina, Saskatchewan, tentree is a Canadian clothing company that plants 10 trees for every item sold. They have a goal of planting 1 billion trees by 2030, and in 2019 they had achieved 30 millions milestone.
In 2019, with the help of Sid Lee Toronto, tentree introduced a new rebrand since their old logo, which was using I and O with a mangrove tree placed inside, frequently caused confusions and unnecessarily complicated. Hence, they wanted a simpler logo - something you could close your eyes and draw from memory.
According to tentree blog post, they took inspiration from a tree's cycle of growth and the cycle of nature. The logo used upward growth and the positive impact of trees. Meanwhile, the zero embodied the constant circularity within the nature and their drive for sustainability. Like a recycling symbol or mobius strip, it's a constant cycle. You can view tentree creative video on youtube here.
Entrepreneurs' Organization (EO), according to Wikipedia, is a global non-profit organization with a mission to "Engage leading entrepreneurs to learn and grow". In the past EO was known as Young Entrepreneurs Organization, which was created by 22 entrepreneurs in 1987. YEO's stated goal was "to provide learning and networking opportunities for its members". In 1996, YEO helped create World Entrepreneurs’ Organization (WEO), which served as an alumni organization for YEO members who, after the age of 40, wanted to continue their involvement in an entrepreneurial membership organization. In 2005, YEO and WEO merged to form the Entrepreneurs’ Organization (EO) as it is known today.
In 2019, EO enlisted Brandpie, a global consultancy with offices ini London and New York, to develop a new brand purpose, messaging hierarchy, and identity that would establish EO as the place were entrepreneurs can go to grow (themselves and their business) through life-enhancing connections.
The resulting new logo, which was unveiled to the public in July 2020, was an abstract logo consisted of vibrant color circles to communicate interconnection, inclusion, transformation and growth. As explained by EO Chair Bob Tasson in Business Wire, the multiple lines interact and influence one another as they connect to embark on life’s journey together, highlighting the community, support and once-in-a-lifetime experiences members find with EO.
According to wikipedia, the purpose of handshake is to convey trust, respect, balance, and equality. And our first logo example is a very straightforward on: Mercado Libre, the most popular e-commerce site in Latin America. Below logo design key points are based on our guesses only.
The logo was redesigned by Imaginity in 2013. According to their brief case study, the logo was meant to convey "reliability, robustness and career, without losing the fun and satisfying spirit of the shopping experience".
Hence the handshake communicates trust, success and partnership between Mercado Libre together with their seller and buyers . The iconic and cartoonish handshake combined with bright yellow color were used represent the fun and satisfying shopping experience. Meanwhile, the oval shape enclosed the handshake to convey reliability and protection.
Our next example of handshake logo is Hyundai, which was quite odd considering at first, I thought Hyundai just slanted the H to differentiate from Honda logo.
But according to Hyundai, the H was specially designed to symbolize two individuals shaking hands. One of them represents the company, while the other represents a happy customer. The handshake symbolizes trust and satisfaction between the two parties. Indeed, a really clever design.
Furthermore, the oval encircling the H represents the company's global expansion. And perhaps, the selection of dark blue was inspired by Korean national flag.
The logo displayed here was part of Hyundai global branding and identity relaunched in 2016. The identity was designed by Creative Works. You can read further their brief case study here.
The next logo is Handshake, an app connects students on college campuses with open positions, mainly internships and entry level jobs. As stated in their brand guidelines, their logo was to communicate confident, simple and trustworthy. Hence it simply shows two individuals shaking hands to promote confident and trust.
The left individual was made bigger, perhaps to represent an employer welcoming a student or grads to his/her company. A simple but efficient way to display handshake idea.
To be continued ...