Logo Design: How to properly identify your business!—Franklin, TN

When approached to do a sign for a café being opened in Ecuador, we found ourselves commissioned to develop the logo and branding style for the new business. We were given some background on the area, and the look of the new café, and used that as inspiration for developing a logo that would be cool, fun, and relatable in the environment it was set in. The theme was to have a natural, organic feel to it, and the signage was going to be mounted on bamboo walls. The name of the café is “Roots;” so we knew right away given the information we had, we needed to do something with a tree, and roots. A few revisions later, and final wordmark text logo agreed upon, we finished the project, as seen below.

Logo Development for Roots Cafe

When looking for a logo, wordmarks and symbols are the two main types of styles. Often used together, but when created properly, they can individually represent their respective brands. Wordmarks are logos created with the name of the company in a text or font format. A symbol, is exactly that; a design that represents the brand or company without the need of text. Nike, for instance, has both. They have the “Swoosh” logo, which looks like a check mark, and the traditional “NIKE” text. Used together, or separate, they are known to represent all that Nike encompasses. Wordmarks, are the more common types of logos associated with smaller businesses, who need to build their brand recognition. We also recently completed a wordmark logo style for “2nd Shift Diesel Repair” where the customer gave us some ideas of looks, and we developed a style that suits his needs, and his message. This too had a few rounds of revisions, but the overall look is a success: simple, readable, and classic.

2nd Shift Logo by 12-Point SignWorks

When approaching your logo project, remember to take into consideration what you want your logo to express. The feel, colors, and design will follow your brand for the life of the logo, and people will associate your logo with what your company stands for. Finding your target market, and creating awareness about your brand is imperative to developing your logotype for years to come. Have fun with it, as you have to look at it and use it every day to represent your business, and the services or products you provide.