Select a Logo for Ecommerce: 8 Examples + Mistakes to Avoid
Whether you're just starting an online business or are considering the possibility of a brand rebranding one of the primary aspects of the process is establishing the perfect, attractive logo to communicate your brand's message. Before you begin brainstorming ideas, you need to think about what goes into your logo's design, and also what logo style will be the best fit for both the brand you're trying to establish and your potential customers.
In this article we'll look at the significance of logos and the eight types of logos, plus some practical considerations such as the best methods for creating logos, options in software for creating them, and design outsourcing tips.
What's a logo?
While we could be pedantic about the concept of "logo", the word is most commonly used to describe a concise graphic made of images, words, or a combination of both to represent a brand or organization.
The importance of logos
The logo you choose to use can allow people to quickly and effortlessly recognize your brand whether they're seeing your posts and ads on social networks, surfing results on search engines or comparing items on the online marketplace, or purchasing directly from your site.
If you're looking for your e-commerce business to stand out among the competition, having an effective logo is essential. There are a lot of online companies competing for the attention of customers it is essential to have an impressive, distinctive iconic logo that's an accurate representation of your company's brand.
A properly designed logo is important in creating credibility. Think of your favorite brand names that you trust. Their logos probably immediately come to your mind. The mere sight of a specific form or color could bring back memories of the image of their brand.
Your logo is an investment in your brand's development, so invest your time and work to design a logo that is representative of your business and communicates to your target audience.
Eight types of logos
Logos typically fall into eight different types:
- Wordmark, logotype
- Brand mark, logomark or graphic
- Mark of combination
- Dynamic logo
- Emblems
- Letterforms
- Lettermark, monogram
- Mascots
Wordmark/logotype
"Wordmark" and "logotype" are basically the same and are used to describe a logo that is designed using typography only - usually the company name or a portion of the company's name. Logos that use these are often made using customized typography. This makes the logo unique to the company's brand.
The most well-known examples of a wordmark logo is Coca-Cola. The Coca-Cola logo can be instantly recognized because of its iconic typography that has changed minimally over the last 130 years. L'oreal as well as eBay's logos are other examples of wordmarks or logotypes.
Brand mark, logomark or pictorial
"Brand mark," "logomark," and "pictorial" are all used for describing a visual part of a logo. They could also include words or letters in combination with imagery, however which does not include the company name. These marks can be symbolic, like the apple, bird, and Shell marks used by Apple, Twitter, and Shell Oil, or they could be more abstract, like the Atari as well as the Dropbox marks.
The Atari mark hints at the shape of an A, but it is not actually a letter and the Dropbox branding uses a series of strategically placed diamonds to give an abstract look of a box.
Mark of combination
A combination mark can be described as the name of the business paired with the image-based brand mark. Most often, a business will employ its combination mark for most circumstances, however it can also be used with the wordmark of its brand and in different ways depending on the context.
Dynamic logos
Dynamic logos can be flexible modern logos whose elements change in accordance with what the brand wants to convey in a specific use. Google is probably the most well-known example of this through the Google Doodles. Dynamic logos may be animated, static or interactive.
Google utilizes all three kinds to work in their Google Doodles series. One thing that stays the same throughout each Doodle is that the brand name "Google" is featured in some way. All other aspects of the logo could alter.
In the case of most companies, the Google method might not be the best fit - especially ones just trying to get established. It may be challenging for prospective customers to see multiple iterations of the logo you've created with completely different designs.
Be aware that Google does not apply this same type of flexibility across every use of its logo. Google Doodle is a trademark that can only be used on the Google Doodle is specifically used on Google's Google Search landing page. Otherwhere else, they adhere to their trademarked wordmark and brand mark.
If you're trying to develop a dynamic logo, think more along the lines of MTV.
In the majority of use cases, MTV uses the same shape of logo, but uses various color variants and may even include co-branding with different companies. The logo is immediately identifiable as MTV However, the variance in the color and design helps viewers connect MTV with other concepts like ideology, brand names, and concepts that evoke different feelings and keep them engaged.
Emblems
The term "emblem" refers to the design of a logo that incorporates letters and imagery to create an integrated logo. Emblems typically look similar to emblems, badges or emblems. The type of design most often with sports teams, universities and automobile companies however, many other firms use emblems to create their emblems. Businesses such as Starbucks, Warner Bros. and Stella Artois all have emblem logos.
Letterforms
The letterforms are the first letters (or sometimes, the initials, of a brand, to form a basic brand name. Although they are generally simpler than a monogram logo, the letterform could also be monograms, such as the one above. New York Yankees letterform/monogram.
Lettermarks/monograms
Monogram or lettermark logos employ an acronym or initials for the company to create all or part or all of the emblem. Often the letters overlap to create a pattern. They also may be inset onto a background.
Monograms first appeared in ancient Greece as identifiers on coins, marking what city it was issued by. Later, they were used as signatures by those with the most power and wealth, as well as by artisans and artists.
Monogram logos have a lengthy history and are often employed by beauty and fashion brands to convey an element of class and heritage. Monograms, however, aren't only used by these industries. Nearly every type of industry has made use of monograms. Monograms are a cost-effective and long-lasting way to create an identity, and they're ideal for any type of business.
Mascot logos
Mascot logos use famous characters to represent a business. Lacoste's alligator, Cheetos' Chester Cheetah, Reddit's stylized exoplanet Snoo as well as KFC's Colonel Sanders, and Wendy's hero, Wendy Thomas, are the most well-known instances of mascots being used to create the corporate logo.
Mascots will highlight the brand's persona, making it more casual and likable. It is also possible to use them in creative ways in your advertising. But using a mascot in the form of a logo isn't easy since it's simple to change the persona of your choice (see: Ronald McDonald) however it is difficult to remove them from the minds of the public.
You'll have to look at your mascot's image and make sure that it's compatible with the direction you intend in expanding your business.
Seven tips for designing an appealing logo
Your logo is often the first interaction a customer experiences with your business. The logo should be memorable, recognizable as well as represent your brand image, however there are a few established best practices in designing your logo to take into consideration when selecting the logo.
Simply because your logo appears striking and distinct, that doesn't always equate to good design. Even some of the biggest companies have experienced some doubtful logo launch events which led to criticism from the media.
Many businesses adhere to the old-fashioned adage that "any publicity is great publicity." If your business is attempting to be controversial, you'll want to follow a few tried and true design tips to avoid ending in a post on the blog on the most sloppy logo designs ever.
Simple is best.
It is possible that you have heard of the expression "less is more" is a term invented by the Minimalist architect Ludwig Mies van der Rohe in 1947. It is tossed around often in the jargon of corporate communications and is sometimes used as an excuse for simple design tasks. The idea behind "less means more" is not to keep simple and dull.
This is a way of thinking that emphasizes function as well as aesthetic. Ultimately, the goal is to use as few elements as are necessary to convey the intended message and supply the required function, while simultaneously creating an aesthetically-pleasing appearance.
This principle is very important in logo design because you want your design to be simple for a viewer to comprehend. You should be able to put it on backgrounds using different colors and textures, configure it for different spaces and aspect ratios, and use it in many different dimensions without becoming difficult or complicated.
It doesn't mean you must stick to simple logo designs or anything else. This can be applied to any style of logo that is traditional, contemporary and vintage or any other style of design that is trendy and modern.
Use a style that reflects your company's image and the target viewers
If your company makes vintage or old-fashioned items, you might want to go with a retro-inspired logo design that is reminiscent of the time that your company represents.
For instance, Big Chill appliances use an old-fashioned typographic design which evokes the look of vintage appliances that date back to the 1930s and 1960s.
The logo for Trader Joe's is the look of tiki art from the 1960s while Ben and Jerry's brand has a lively and playful 1970s style that matches their personality. Altoids serif font that has a gold embossed design along the edges provides it with an old-fashioned and classic appearance.
Jack Daniels whiskey has not substantially changed their brand logo since 1947, and it remains like its earlier logo from the time of Prohibition. Contrary to brands like Levi Strauss that massively changed their logos over the course of time, Jack Daniels has only changed their logo throughout the years, reminding consumers of the brand's long tradition.
If you're a business that is a provider of software as a Service (SaaS) or offers technological-based products, or has an identity that is clean easy to read and simple it's possible you'd like an approach that is more minimal. These companies use sleek, modern designs.
Some of them include logos, while others are purely type-based and use distinctive letterforms that represent their message, whereas some have badges or emblem-like look.
If your online store is geared toward niche demographics, you'll want to select a logo that will resonate with this particular customer base. It doesn't matter if it's organic foods or toys, comics clothing for women, hunting gear, it's possible to create a powerful, targeted logo that doesn't stray into the realm of childish or silly.
Examples of niche market logos include Walt's Comic Shop, Nelson Rare Books, KiwiCo, and Chewy.
Walt's Comic Shop makes use of a cartoon-like design, but uses simplified lines and a palette of two colors as well as a clean, sans-serif font. It's fun and references the industry, but it's not cartoonish, and the typography and graphic elements can be used together or in isolation.
Nelson Rare Books uses an elaborate illuminated initial on their logo. This is similar to what you might find in the beginning of a chapter in an old book. In contrast to the decorated serif initial, they use a clean, wide sans-serif font for the uppercase letters of their name. This provides visual balance and reflects the essence of the company's brand as a seller of rare or antique books and an online shop that utilizes modern technologies and organization systems.
KiwiCo provides science and art kits to children through an online subscription. They've picked a modern and minimalist logo design, yet made it playful by using a kiwi-themed mascot as well as a the serif font that is chunky. Keeping the logo more generic will allow them to expand their brand in different direction without the need alter the logo whenever they need to.
Chewy is a pet product delivery service. You'll note that their logo isn't comprised of any imagery and is only type-based. They've used a rounded sans-serif style that's jumbled, lending it a playfulness that we associate with pets.
Use clip art only.
If you think that you could simply pick a logo from a clip art free website, think twice. You technically are able to apply clip art to your logo if you'd like. However, it is likely that many different businesses have also used it. Some people may be able to recognize it, and think it is a different company's logo, or it might give an unprofessional look.
Also, not all clip art can be considered to be publicly available. If you see it on the internet doesn't mean that it's free to download. You don't want to become the focus of legal action!
This doesn't mean you can't use a pre-designed graphic as part of your brand's logo. You can find royalty-free image marketplaces such as IStock Photos and Creative Market, where you can get higher-quality pre-made graphic elements for your logos or entirely-designed logos where all you need to do is substitute the placeholder in the design with your company name.
If you do use a pre-designed element for your logo, you should keep in mind that other people might be using the exact same element in theirs also. Also make sure you're using the correct license for your purpose. Some stock image sites have various types of licenses that which you can buy for various reasons, including printing, web and editorial usage.
Do not use cliche or overused pictures and fonts
A search of "worst logo typefaces" as well as "worst logo designs" will give you a few ideas of what to avoid. You should ensure sure your image elements and typography are not being utilized by companies that are not yours. In addition to helping avoid brand confusion, it can also help encourage you to create a more distinctive and innovative design you can be proud of.
It's not always the wrong decision to choose a standard symbol or image in your logo's design if it's relevant to your industry. The logos for veterinarians are a wonderful example of this. Do you know how many vets utilize a combination of either a dog or cat or paw print an medical + symbol and a heart?
Perhaps the majority. However, that doesn't mean that you're banned from using this kind of image but it does mean it's much more difficult to create something unique while using common subjects.
Here are a few great examples of logo design options that are well-executed:
To design Aurora Veterinary Hospital, the artist used a simple palette, with an almost abstract representation of the dog... perhaps it's the cat. It's just broad enough to depict the two animals. It's charming without becoming cartoonish. It's contemporary, sleek and easy to read. It also has a unique design and interpretation of the common motif of cat and dog in veterinary logo design.
Advanced The logo of Veterinary Care Center is very creative, hinting at a cat's tail and using the typical medical + symbol to make the shape of the letter A for "Advanced." This is an upscale logo that is remaining true to the field that they are representing. The logo is a completely different one that Aurora the Veterinary Hospital's logo. It's much more minimalist and abstract, while nevertheless utilizing the most common designs.
Creating your own font, or modifying a font's appearance in a way to match your brand's image, is a good way to create an original and powerful logo. If you're interested in typography or graphic design but not your primary background, it is advisable to learn about basic typographic principles prior to working in creating your own custom fonts, or altering existing ones.
Don't go overboard on color or visual effects
Try to limit yourself to a maximum of four color choices. If the logo you are designing requires more than four colors then try to keep the colors to only one element of the logo.
For instance The NBC logo has an image of a rainbow in their peacock logo and their logo, however their text is in black. The elements are easy to see by itself. Solid colors and a small amount of geometric shapes make the peacock's shape readable, despite using a rainbow of hues.
However, if you start adding different colors to each word, your logo starts to fade in impact. If you add drops shadows, rainbow gradients and glow effects it becomes chaotic. It's certainly unique, but it's pretty painful to look at.
Be sure that your design is clear on all devices.
If you're running an online store it is essential to ensure that your logo is attractive and easy to read on your site and especially mobile. But you'll also want to make sure it looks good when printed, is able to translate effectively to horizontal and vertical layouts and has color variations for different texture and colors for your background.
Do not squish or alter the proportions of your logo to fit a particular space. It is possible to rearrange the logo elements or make your logo bigger or smaller, while preserving its aspect ratio, but expanding or squashing your logo's design will cause it to be harder to read and feel less professional.
Make use of a vector-based design application to design your own logo
Two types of images that you can develop using design software, vector and raster. Vector images are created based on mathematical formulas that permit them to be scaled without losing their clarity or getting distorted.
The images in a raster format however they are composed of a fixed amount of pixels. Once you scale your image to a smaller size the image isn't able to be scaled upwards without loosing the quality of your image or distorted image in some way.
Since your logo may be utilized in a range of sizes and in a variety of situations across your marketing materials It is important to make sure that your logo can be scaled without losing quality. Using a vector format lets you edit your logo later much easier and helps to maintain the image's quality regardless of the number of times you reduce or expand the size of the logo.
Also, you should save versions of your logo in a variety of vector (ai pdf, eps, and pdf) file formats as you can export both high-resolution raster file formats (png, tiff, jpg) as well as lower-resolution web-optimized file formats such as webp.
Do you want to learn more about different logo formats? The Mean Creative provides an handy checklist.
Logo design software
Do you need the best software for creating a fantastic logo? With so many options out on the market, it's difficult to decide where to start. If you have graphic design experience then you may want to utilize a computer or an online design program that gives you complete freedom to create your company logo.
If you don't have any design experience, you might want to consider an online logo creation software. Even if you don't come up with something that's precisely what you're seeking, it could be a good start if you do choose to employ graphic designers.
If your logo design is close to what you want however, it still requires some modifications, you may be able to make money by offering the freelance designer a logo that is 90% what you'd like it and requires only a couple of tiny adjustments.
Online and desktop design software options
- ProfessionalsIllustrator is a market leader in vector design software. Desktop and iPad/Surface Pro versions are available and it's feature-rich.
- Pros:Illustrator uses a subscription-only software model, which means you'll have an ongoing monthly cost. It can have a steep rate of learning, which means it's not recommended for those planning to perform a significant amount of graphic design tasks.
- Pros:It offers a one-time purchase option as well as an available subscription plan. There's also a less expensive Corel Vector online software with a free 15-day trial.
- Cons:The one-time purchase price exceeds $500. The online Vector software is limited to subscription. As with Illustrator it is a learning curve that is a bit intimidating for those who are new to the field. Additionally it is worth noting that the CorelDraw iPad app has an average of 1 1/2 star score on the Apple App Store.
- Benefits The Canva website offers a cost-free account that allows you to can create a logo and other designs at no cost. Canva also has a logo generator if you're unhappy with the design you've created. Canva is a wildly popular simplified design software for both non-designers and creative pros, so you are assured of its support with ongoing updates and additional innovative features. It also offers freemium access to some stock images from Getty as well as other content sources.
- Con: Premium content and features are gated for users with different levels of pay-per-use accounts. The program is only available online. Searching to search for images from stock, in particular it's a bit clunky and it can be difficult to find exactly what you are searching for.
- Advantages Vectr is a free, simple vector design program that's easy to learn.
- Pros:It's online only and may be not enough simple, depending on the type of design work you want to do. The software also displays advertisements within the program, which could be annoying.
Online logo creators
Alongside the feature to create logos, which we mentioned earlier, there's also online software that focuses exclusively on the creation of logos using automated technology.
Looka and Smashing Logo both provide low cost customized logo creation tools. You can create for free the number of logos that you'd like. However, should you wish to download the vector files and brand packages then you'll have to pay for one of their premium tiers.
Logo creation software online can provide a fantastic option to locate the perfect logo for work for you at an affordable expense, however you're not always guaranteed to receive the logo you want. Since these two platforms allow you to play around with them, they may at the very least assist you in thinking about the direction of your design, think about what you do and don't want, and take that concept to a graphic artist or agency as a starting base.
Outsourcing logo design
Are you not interested in creating your own logo, or generating iterations in an application for creating logos? It's sometimes better to get an expert from the beginning.
Employing a designer who is a freelancer or an agency to design the logo for your business is a wise investment in your brand's future. Professional designers will bring new perspectives you may not have otherwise considered and will be able to handle making all of the required designs and formats.
But, it's equally important to be aware of the possible risks associated with outsourcing your logo design work. You want to make sure that you choose a professional with experience designing logos for brands within your field, who has received positive reviews from other clients, and who can stay within the budget you have set.
Some people have good success getting freelance designers via marketplaces on the internet such as Fiverr and Upwork. Other people prefer to work with someone who is local or was recommended through a relative, colleague, or local chamber of commerce. All of these are excellent options to consider in the search for a designer to work with.
As a client, you'll also need to make sure you're ready to work with a designer. You'll want to do some study on logos you like, and think about the goals you'd like to accomplish by your brand, and clearly convey your requirements.
Designers work best when given the right guidelines and a bit of creativity in their designs. If you're too rigid in what you'd like your design to look like, or your design is too abstract the result could be an unsatisfactory logo. the expectations you have set.
Ultimately, creating your logo together with a graphic designer is like a conversation that you can go back and forth a few times on sketches before you come up with a concept which is just right.
Make your mark visible
If you've got some logo design tips to refer to, it's time to create and putting your logo to use. Study different logos. Find a logo colors and general design.
Next, you must decide if prefer to design your logo yourself, use a logo creation software or work with an experienced designer. After you've found a design you like, make sure you have all the right formats for your web site as well as print before implementing it on your website as well as social media, marketing channels, and products.
It's also an excellent idea to examine your logo thoroughly and pass it by reliable sources before the logo goes live. Keep in mind that your logo is a visual representation of the company you work for. It's possible that you won't reach a consensus on whether or not your logo of choice is great design, but it is at least possible to avoid any glaring problems that would land it on blog posts about the worst logo designs ever.
It can be difficult to design a logo however, with careful planning, research, and the right designers or tools for design, you can create stunning, memorable logos which represents your business that inspires trust and confidence in your customers.