Elements of a Logo | Adam Garlinger

The elements of a logo include the graphic, typeface, and color, as well as the tone and feel which is achieved through the design, typography, and use of color. In the design of a logo, the usage of whitespace, and both positive and negative space are also important in the design. As is the amount of space around the logo in the canvas. With these elements carried into the design and development of an identity system and visual brand.

Color: In addition to developing the color palette of the logo, the palette of colors in the eventual visual brand of the business is essential. That’s why when an identity is designed there should be buffer colors that prevent the colors of an identity system from conflicting with the photography in a visual brand developed later on.

Graphics: The graphics of a logo can range from the graphic being the logo itself, or the elements in the logo that will then be used in the design of an identity system. Arrived at, and achieved through the concept, design, and creative process in the design of the logo and identity system.

Typography: The choice of the typeface is essential to the design of a logo. The typeface needs to not only work as a design element, it needs to convey the intended concept, tone, and feel of the logo. The weight of the typeface, the width, height, and thickness of the characters are all visual ingredients of the design. Typography is a key component in an identity system, with a palette of typefaces developed. The typefaces should be chosen from the typeface used in the identity or complement the typeface.

Tone and Feel: Creating the style, tone, and feel of a logo are key ingredients to the design of a logo. This is achieved through the concept and the design, and the typography, colors, and graphic elements in the logo.