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The logo can contain only letters, letters and shapes, letters and symbols, or any other combination of letters, shapes and symbols. The identity/ logo must be attractive, easy to read from the distance, and easy to remember. When designing a logo, the designer must consider some key concepts of the company such as the values of the company, unique selling proposition and competitors` position on the market and in the mind of the consumer.

Company`s Values

The values of a company can be translated into the field of its operation, the type of product or service sold, the targeted market and position in the mind of the consumer (i.e. high-end versus low-end).  However, if the company conducts business in a green way, this can also be considered a value. All of the above may be illustrated to some extent by the logo.  As an example, the logo in the middle resembles a house, because the name of the company is ‘Tidy House Cleaning Services London’. The other logo in the middle looks like a muffin, because the company is a confectionery, namely ‘Katy’s Cakes’.

Unique Selling Proposition

The unique selling proposition of the company must be somehow reflected by the identity/ logo, as it represents the core difference between this company and its competitors. Notwithstanding, the colour pallet is critical in designing the logo as colours have different meanings and perceptions for consumers.


In the end, after gathering all of the above information, research of the identities/ logos of the competition may be done in order to see if they all follow a similar pattern. A good example would be that most of the logos of IT companies are blue. Thereby, the customers associate blue with companies from the IT industry.

As of inspiration sources for logos, and are among the greatest creative hubs on the web.