Designing the face of your brand to be the icing on the cake

Lets get one thing out of the way: logo design is much, much more than a few shapes or a good looking typeface. It’s exemplary of a brand’s vision, values and personality and it should be easy to recognize. At Yummygum we love to help brands (re)discover themselves– logo’s are an important step in that journey.

Even though most people see a logo as a single reference point of a design (or even use the logo as synonym for the brand), it’s important to understand a logo from a broader perspective. It should fall into place like a puzzle piece. that puzzle piece captures the essence and symbolizes the purpose, personality, vision, mission and values of a brand. Together with other elements such as color, typography, patterns and tone of voice, it should ring through all of your messaging and touchpoints to create a memorable brand identity.

A logo can exist in multiple ways


A logotype is a logo that consists of text or (custom(ized) letters, e.g. a company name or their initials. Although using logotypes can be incredibly helpful for things like name recognition, it’s less suitable for an international market as some font’s aren’t available for all alphabets. Besides, there is a chance of aging since it’s based on letters.


A mark is a logo that’s centered around a symbolic image or an icon. It can be used in many places, whether that be print or online. It works exceptionally well if it represents something from the branche or industry it belongs to, or even better if it’s an abstract concept that fits right into the brand identity. It also adds to brand recognition, and can stand on its own without feeling out of place.

Mark and logotype

A mark and logotype gives the best of both worlds! A mark can be used for single recognition points like social media avatars. The logotype can add to the name awareness and recognition. However, clear rules need to be written about how, why and when to use the logotype and mark. With the Yummygum logo for example, the mark is always left of the logotype. Though we have one exception, our doorbell!

Keep it simple

It’s important not to be (entirely) dependent on color or lighting effects; it should work as a monochrome symbol too. If your logo will consist mostly of gradients it will be beneficial to have a monochrome version too. Another thing to do is to try and work with negative space, which can add sophistication to logo marks. It also adds more options for other creative options later on down the road.


Most brands have an extensive amount of digital and printed brand collateral. These are used to promote the brand, and support the marketing and sales of a service or product. This means the logo could be barely visible at times e.g. on a pen. Other times it will need to be scaled up, e.g. on a large roadside banner. A logo should work on all sizes, period. That’s why it’s good to keep scaling this in mind when designing a logo. Readability is incredibly important for logo design. If a logo consists of thin lines, it won’t be visible on small scale, or loose it’s particular loose and feel. A solution could be to tweak the logo, or design a variant specifically for a different scale.

Main takeaways

  • Logo’s are important, but don’t forget they’re only one part of a larger scale brand identity

  • Make sure a logo is still clearly visible on different sizes

  • Keep it simple, keep simplyfing until you have the core essence of the brand

  • Always keep clients involved so they can provide input on their style preferences

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