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Latest Articles
What’s in a Good Logo Design? 8 Professional Tips and Tricks

What’s in a Good Logo Design? 8 Professional Tips and Tricks

Posted on December 18, 2020

Category: Branding, Design Tips, General

Your logo is a visual representation of your brand. It helps you create a strong first impression and sets the tone for your quality of service, core values, mission and vision, and much more.

Unprofessional logos will make your potential customers and investors question your credibility. Chances are, if they open your website and see a poorly-made logo, they will leave immediately. Investing in good logo design is important as it helps you establish credibility, connect with customers, and empower your business.

Whether you’re setting up a business or planning on giving your current logo a makeover, these tips and tricks will help you design a logo that will stand out.

8 Tips for Designing a Great Logo

1. Mix Caps and Lowercase

Good design is in the details. All-caps logos were the norm in logo design ten years ago, but the trend has taken a turn. Now, brands are opting for lowercase. Uppercase logos are associated with authority, while lowercase gives off a more casual vibe.

Brands like Facebook, Citibank, and Intel have dropped the first-letter capitalization in exchange for lowercase logos. But, this doesn’t mean that you should entirely abandon capital letters. You can play around with both caps and lowercase by utilizing the latter to soften the tone of your logo. Ultimately, capitalization rules depend on your brand identity and the kind of connection you want to build with your audience.

2. Balance Your Tagline and Name

If you plan on including your tagline in your logo, it’s best to stick to a tagline that is less than thirty characters. Anything longer than that, and your logo will look like a PowerPoint slide. The golden rule is to make sure that your brand name always takes the spotlight. Use a thinner and smaller font for the tagline, and a bolder font to emphasize your brand name. One thing to always keep in mind is to make the brand name occupy more space than any other text in the logo.

3. Frame Your Logo

Some logos look significantly better when they’re framed inside a shape, such as a square, circle, or triangle. If you plan on designing your logo in this style, be sure to give your logo space to breathe. There should be enough space between the logo and the frame so that your logo doesn’t look crowded. One great example is Uber’s logo, which simply features the word “Uber” within a black rectangle. The text is placed right in the middle of the shape with a consistent distance from the edge of the text to the border on all four sides.

4. Imagine Your Logo in Action

When creating a logo, it’s a good idea to think about how it is going to look when you print it on a shirt, slap it on a notebook as a sticker, or use it on your company website. When designing a logo, you should consider its intended use. For example, if you’re designing a logo for a coffee shop, try to see if it’s going to look good on a coffee cup. It’s a good idea to create several versions of a logo, including one with a transparent background. This way, the logo can easily be used on brochures, posters, t-shirts, and other marketing materials.

5. Think Timelessness

The cost of a logo can range from $100 to $1,000 or more depending on the complexity of the job. Since logos don’t come cheap, brands and companies need timeless logos. Logos should be attractive and relevant for the years to come. When designing a logo, avoid following design trends such as gradients, crosses, and stick-figure pine trees. While these trends might look attractive to today’s market, they may only become archaic-looking in the next ten years. Even luxury brands such as Balmain and Burberry have changed their logo into more simplified ones in recent years.

6. Use Design Elements

Logos that purely contain text look sleek and clean, but they do little for visual impact. Your logo should stand out from your competition and be recognizable at first glance. Make use of design elements such as illustrations, flat icons, and other graphics to give your logo personality. For example, Target keeps its logo simple yet quickly identifiable by placing its name below a large, red target symbol. Burger King literally sandwiched their name between two burger buns, creating a welcoming symbol that invites customers to try their food.

7. Ensure Visibility

Even if you have the most stunning logo, placing it over a background color that makes it disappear will leave you with a bad design. Make sure that your logo is visible by choosing a background color that makes it pop. If your text is in white, go for a dark background color such as dark blue, deep red, or black. The key is to stick with contrasting colors.

8. Be Literal

Selling donuts? Consider putting donuts in your logo. Are you in the classical music industry? Go for adding design elements like a treble clef. Designing a good logo can be as simple as that. Sometimes, all you have to do is to be literal with your design. Even Apple has utilized this simple technique to create a timless logo that even toddlers recognize.

When being literal with your logo, don’t just slap on the first relevant illustration you can find. Try to be clever with it, like how FedEx hid an arrow between the letters “E” and “X” in their logo design.

Take Your Brand Further with a Good Logo

By following the tips above, you can confidently design a good logo that represents what your brand stands for. While there are free logo makers on the Internet, you can always hire a professional logo designer to create a truly unique logo that exudes professionalism and quality. The key takeaway is to make sure that your logo conveys your identity and message clearly and uniquely.

5 Popular Font Pairings in 2020

5 Popular Font Pairings in 2020

Posted on March 18, 2020

Category: Branding, General, Trends

These are exciting times in the world of design!

As we enter a bold new decade, creators and designers all over the world continue to do everything they can to grab the attention of their increasingly distracted audiences. With the bulk of viewers’ attention being on text, choice of typography and font pairings play a key role in content effectiveness.

Font pairing involves the combination of multiple fonts in a single design project. Together, the fonts must convey harmony, while each having their individuality. Fonts should be chosen to complement each other, with the goal of directing viewers’ attention to the content’s message. Successful font pairings do not distract the reader by having each font vie for individual attention.

In this article, we look at some pairing trends already gaining popularity at the beginning of 2020!

Bold, High-Contrast Serifs with Heavier, Rounded Sans Serif: Storytelling with a Modern Twist

As industries around the world make the increasingly popular pivot toward all things digital, many find themselves yearning to go back to a more “human” time before technology ruled our lives.

And what is more humanizing than storytelling?

2020 is seeing organizations of all sizes reach for design options that humanize their brand by telling a story about them.

While sans-serifs have been popular due to their “modern” appeal, brands are trending towards the more “rooted” serifs to convey their stories.

This stylistic shift also includes increasingly mixing heavier, rounded fonts with bold, high-contrast serifs.

Handmade Fonts/Outline Fonts + Stabilizing Sans Serifs: Reflecting the Rebellion of the Streets

Every day, bold new voices and stories of individual activism break through the noise and into our newsfeeds. It was only a matter of time before this rebellious spirit spilled over into the world of design.

2020 is already seeing bold colors, street art, and cyberpunk being included in brand designs. It’s safe to assume their inclusion in typography trends is not far behind.

Some pairings in this style you may be familiar with include hand-made, decorative fonts contrasted with stabilizing sans-serifs or outline fonts contrasted with bold, attention-grabbing text.

Outline fonts can rebel against all the traditional rules of readability while still ensuring that the key message is contained in the filled text that accompanies the outlined text.

Bold designers have also increasingly been making use of maxi topography, where the text gets so large it bleeds out of the page! While maxi typography draws attention to the design itself, the text that needs to be read could be of a smaller, sans-serif type.

Corben with Nobile: Moving towards Warm and Happy Designs

Consumers increasingly seek out warmth and genuineness during their interactions with brands. In this scenario, a type-only approach is often seen as sincere and genuine.

While flat designs with easy-to-read type will continue to be used, 2020 is already seeing a shift from cold, flat designs towards the cozy and warm.

The combination of Corben, a rounded serif, with a simple, slim font like Nobile brings a tone of “happy days” to any design.

Yellowtail + Open Sans Light: Calming, Organic, Natural, Honest

This year has also brought a love for earthy tones – designs that replicate the natural world through soothing, humanizing elements. The aesthetic has grown from being primarily used by natural food companies, farms, and similar enterprises to a top choice among brands from various spaces.

The Yellowtail script font lends an earthy appeal to designs. It is legible even at smaller sizes and has a very unique look. Yellowtail contrasts beautifully with Open Sans bold and Open Sans light.

The organic aesthetic also refers to the usage of irregular, uneven, “imperfect” elements in design.

One notable example in this style is the typography on Uber‘s website – rounded sans-serif, paired with text in subtle tones.

By investing in designs that are more natural, human, and approachable, brands are trying to give consumers what they’ve always yearned for – genuineness, honesty, and sincerity.

Courier New + Novelty Font: A Brutalistic Rebellion

When vintage-inspired TV show Stranger Things became hugely popular in 2019, marketers discovered the power of nostalgia in brand storytelling. Inspired by a number of earlier decades’ designs, typography and font combinations are seeing the return of pixel art, art deco, and neon.

While two retro fonts might be overdoing things, paring a retro font and a modern sans-serif is a perfect complement.

Courier New, for example, is a monospace font that can look raw and deliberately haphazard when combined with a novelty font – a rebellion against everything that’s organized and artificial!

Fonts and font pairings tell stories. They help humanize brands. They bring the natural world into designs. They help convey the mood of the times we live in. They make us ache for the past, while also helping us stay rooted in the present. Sometimes, they even help us escape to a surreal future! With the right combinations, font pairings can have a significant, positive impact on the power of a brand.

10 Inspiring Insurance Logo Designs

10 Inspiring Insurance Logo Designs

Posted on February 14, 2020

Category: Branding, Business, General, Inspiration Box, Marketing, Product Design, Trends

10 Best Insurance Logo Designs

Insurance companies are an epitome of trust. People rely on their services and have complete confidence that their matters will be taken care of professionally and efficiently. Potential clients look for any indication that the company is the right fit for them, especially in terms of claim handling, financial stability, and trustworthiness rating.

Some of these qualities can be reflected in an insurance firm’s logo design. An excellent way to pique a person’s interest in knowing a company better is through an impressive logo. An effective design will attract more leads that could become loyal clients.

Here are ten well-designed insurance company logo designs that have all the necessary elements fostering brand recognition and competitiveness in a saturated industry.

Robert Hermes Insurance

Robert Hermes Insurance

Robert Hermes Insurance is an independent insurance agency that focuses mainly on providing homeowners with security for their tenure. This logo design perfectly captures the essence of the firm, with the graphic element forming the outline of a house. It gives the audience an inkling of what services they can expect from the company.

The pop of red on the design emanates confidence, and it adds to the depiction of reliability using the four squares forming the window. Using an old serif typeface that is simple yet bold catches the readers’ attention and encourages name retention for this insurance business.

LA Advocates Insurance

LA Advocates

With the trends coming back to simple and crisp layouts, this logo from LA Advocates Insurance is an excellent example of contemporary design. This health insurance agency expresses its goal of providing simple navigation of the country’s healthcare through a no-nonsense logo that uses a simple serif typeface. A subtle check replaces the line in A to add the statement of being an ideal choice.

Color plays a significant role in the effectiveness of this design. The LA in blue speaks trust and security, while the green in Advocates is the perfect indication of the firm’s services since this color symbolizes health, wellness and life.

Monterey Insurance Group, Inc.

Monterey Insurance Group

The Monterey Insurance Group offers personal and commercial insurance, and this duality is expressed in the color of the graphic element. The green and black combination works to represent growth and credibility. The duo forms a diamond-like shape that means balance and reliability. Enclosed in the shape is the script typeface M, which is unique and therefore carries the brand identity.

Also, notice how the designer used two font types, which gets a nod for finding the balance between monotony (only one font) and chaos (using more than three fonts).

ANR Insurance Group

ANR Insurance group

The logo design for the ANR Insurance Group is versatile and straightforward, which is the perfect rendering of the company’s broad range of services and providers. The blue color stands out, which is indeed an excellent choice for corporate firms that want to be known as trustworthy. With the gray N in the middle, the logo invokes authority and wisdom.

Another outstanding element in this logos is the curved line from the base of the A to the top of R, which conveys the umbrella coverage of the firm. Curved lines are the shape of protection, and inspires the feeling of trust for the brand.

Preferred Choice Insurance Agency

Preferred Choice

Preferred Choice Insurance Agency has its name going for it, and the logo design offers an excellent fit for the brand identity. The graphic element consists of a check within a shield, giving a sense of protection and reliability. The designer matched the blue hue of dependability with a classic gold in the emblem. The metallic effect of gold in the shield depicts exclusivity and tailored services for which the company aims to deliver to its customer base.

The typeface uses a traditional corporate serif that speaks professionalism and responsibility.

Cornerstone Insurance Agency LLC

Cornerstone Insurance Agency

The Cornerstone Insurance Agency, LLC logo, is a fitting example of compelling typeface imagery. It uses a cube-shaped graphic with two sides consisting of the letters C and S, which prompts brand recognition and originality. The cube can be taken as a symbol of stability and balance, meaning that clients can depend on the company’s delivery of services.

Another notable element in this design is the cube-type depiction of earth within the CS box, which helps the logo stand out. The silver metallic scheme with a 3D effect gives it more oomph and conveys a client-centric approach to insurance.

Revive Healthcare

Revive

Like any health insurance, Revive Healthcare needs to have a logo that bears its commitment to fostering the well-being of its clients. This logo design is a proper rendering of that goal since it contains elements that speak a sense of protection, vitality and life. The typeface imagery element in the letter V shows a person that exudes health and wellness. The curved line in the middle covers Healthcare, which uses a faded block font that is well-balanced with the upper typeface.

Using a monochromatic all-blue hue enhances the company’s attributes of reliability and professionalism. This logo is crisp and sophisticated yet attractive to the audience.

Asset Security, Inc.

Asset Security Inc

Asset Security Inc. uses a geometrical element made up of lines that seem to meet at a point, forming a pyramid shape. This movement conveys stability and security, which the company intends to provide to its customers. Lines can depict flexibility and freedom and it is evident in the number of choices the clients have over the services they can avail with the firm.

The classic black denotes integrity, while the blue is another traditional corporate color enhanced using an analogous gradient style that contributes to brand recognition.

Providence Benefits

Providence Benefits

The logo design for Providence Benefits offers multiple classic elements that would typically be challenging to balance. However, the composition is adequately well-adjusted and harmonious. The graphic part consists of a sun outline, a group of people and hands joined together to carry the other elements. It is an overall symbol of protection with a subtle reference to faith.

The color scheme for this logo is yellow and blue, which speaks of positivity, warmth, and reliability. It invokes a feeling of security and hope, which are two great attributes for an insurance agency.

Campolo Assicurazioni

Campolo

Campolo Assicurazioni is an insurance firm based in Italy and has been in service for more than 30 years. As an established name in the industry, Campolo needed a logo that calls for unique identity and timelessness. The graphic element is a blue-colored diamond enclosed in the brand’s acronym, which brings a sophisticated rendering of security and protection.

This logo design uses an analogous gradient that unifies the idea of insurance in a modern way. The typeface is designed so that Campolo stands out, solidifying the brand’s identity, and encourages recognition.

Wrap Up

There is more to a logo than meets the eye, so a graphic designer must always be aware of the elements applied to every detail of the image. Logos are created to convey the brand message and inspire the audience to get to know the company better. These logos from insurance companies are some of the best examples of designs that outshine in style and composition.

The GO Logomark – an evolution of GoDaddy’s brand

The GO Logomark – an evolution of GoDaddy’s brand

Posted on January 17, 2020

Category: Branding, Business, Corporate Identity, Marketing

GoDaddy is one of the most well known and established internet companies. Since 1997 GoDaddy has become the Go-to website for getting your domain names. Now, in 2020, the brand has evolved into much more. From web hosting to website builder products to new domain endings like .xyz, GoDaddy has expanded into many additional small business product lines in order to propel all elements of an online presence. As the company has evolved in its business offerings, so has its branding. To begin, let’s have a look at the old and new to achieve a visual comparison.

 

At first glance, there seems to be little connection between the two logos at all, except the super sticky high recall name. The two logotypes might as well belong to two different enterprises, originating from opposite corners of the world, oblivious to one another.

The evolution of the GoDaddy logo to what it is today covers color composition, font, style, and symbol to appear as a reincarnation of sorts. They’ve dropped the .com since everyone who needs to know, already know what it is. The elder-looking Fido Dido caricature has been replaced with a simple unending line symbol that presents a store of interpretations. The color variations are entirely modern and fewer while the font is a more serious serif that means business.

Since the company’s inception in 1997, the brand has seen many changes and acquisitions. Each business move inspired a slight variation to the brand positioning and therefore, logo. For example, the center logo, among the 3 above, was born in 2018.

But that’s all in the past…

What interests us now is the latest GoDaddy logo which is such a welcome change from the former ones. And here’s exactly why:

The Real Deal

There may have been a time when GoDaddy needed an “out-of-box” logo idea to attract the right entrepreneurial clientele. But no longer…

Today, Godaddy has tens of millions of customers, globally. Over 20% of the domains registered on the www are registered by GoDaddy. Their success speaks for itself. Hence, they are able to assume a more confident, though somewhat out-of-your-face (opposite of in-your-face) stance.

It’s sophisticated and suave. A fine job is done by GoDaddy internal creative whizzes and not one, but two agencies – Lippincott and Koto.

One GoDaddy spokesperson stated that the oval-ish logo, according to him, represents a cheeky, rebellious young gal who dreams of being a success one day. This is a typical depiction of their “Everyday Entrepreneur” positioning that still stands strong, sans zany caricaturist embellishment.

Do What You Love!

Introducing GoDaddy’s softened, mentoring side! The logo may look like a girl to some but to most appears as it should – A beautiful heart… and it really shows how much they “heart” their clients.

Since it inspires and builds the target customer, that is a big bonus for the brand. When you have GoDaddy backing you, not much can hold you back!

The heart form also gives the brand a more approachable, human element. Due to its sheer size and popularity, there could be an unintended elusiveness that may get associated with the brand. (Eg: I’m not THAT good, why should I approach these guys?)

Well, when you turn up at someone’s doorstep with a cute little, rounded heart, walls drop, making the brand easier to get along with. Another reason why we think it works so well!

In Tune With The Times

Of course, the whacky font and guy had to go! No one today has the inclination or time to analyze characters and quirky fonts. We like it simple and straightforward.

Speaking of fonts, the new GoDaddy headline and typeface is a pretty bold and distinct serif that is definitely more professional-looking than the older versions. A fitting modern Sherpa that works well on the digital platform without compromising on brand values.

So as you can see… we love every element of the GoDaddy new logomark and we are convinced of its power to continue capturing the attention of small businesses worldwide.

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