Logotypes

First Impressions

A logo is more than a graphic—it’s the first ripple your audience feels, setting everything in motion. In a single gesture, it carries the essence of your brand, sending waves of recognition, emotion, and connection outward.

Like a drop of water, every logo is distinct. That’s why we don’t follow templates or trends. We listen closely, think carefully, and design with intention—so your mark doesn’t just appear. It resonates.

A logo doesn’t live on its own—it lives in context. It’s shaped by your message, your voice, and the way you want to be seen. Read more

A Logo by Any Other Name

A logo doesn’t live on its own—it lives in context. It’s shaped by your brand’s message, your positioning, how you want to be perceived, and who you’re speaking to. That’s why when we design a logo, we’re not just choosing typefaces or symbols—we’re building a visual shorthand for your story.

But not all logos look, or work, the same way. Before diving into design, it helps to understand the three core types: the wordmark, the symbol, and the combination mark.

Each one carries its own creative weight and its own level of investment. Some are straightforward; others are more layered. The right choice depends on your brand, your audience, and how you plan to show up in the world.

Wordmark (also called a logotype)

This is your name, styled in a distinctive way. Think of it as typography with personality. It could be bold, elegant, playful—whatever fits your brand’s voice. When you see “Target” in that signature red or “Martha Stewart” in crisp, refined lettering, you’re looking at a wordmark.

Generally speaking, wordmarks are the most straightforward and the most budget-friendly option. That said, simplicity still takes skill.

Symbol (or mark)

This is the graphic part—no words, just a recognizable shape or image. It’s the Nike swoosh, the Target bullseye, the Starbucks siren. A good symbol can stand on its own and still be unmistakably you. It’s powerful shorthand for your brand.

Designing a mark takes more exploration, since it’s all about distilling your brand into one strong visual idea. The process tends to be more involved and priced accordingly.

Combination mark

This is the best of both worlds: your name and a symbol, working together. Like the Amazon smile, the NBC peacock, or Blue Cup Design’s own identity. It gives you the most flexibility—because your symbol and wordmark can appear together or apart, depending on the context.

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