Logo Sketch

Components of a Logo

Logos speak volumes about the brands they encapsulate and remain the centerpiece of a brand’s identity. Often, the first thing that comes to mind when customers think of a brand is the logo, which is why it is beneficial to invest time and energy into what will essentially be the face of your brand.

The Fold CG has helped firms, from scrappy start ups to more established businesses with multiple product lines, create logos. We hope a little education on all the components of a logo will help guide you through your next rebrand, product launch, or exciting new venture.

A logo is the exterior face of a brand, but remember that customers are savvy enough to know that a pretty face means nothing without substance. For instance, Nike’s “Swoosh” logo was created by a junior graphic designer, and was initially deemed just “OK” by the executive team. After several decades, the Nike logo has become one of the most recognized marks in the world. This is the result of years of brand building through relentless marketing, public relations, product design, and experiential work. 


Our recommendation is to always have strong positioning, market research, and a strategy set in place before approaching a brand identity firm – especially if your budget is tight.

We will use the logo we created for Skinkick, a skincare brand, to break down the components of a logo.

The Brandmark

A brandmark is the symbol that encapsulates the spirit of your brand. A brandmark should be flexible, unique, and strong enough to stand by itself. Brands with enough recognition may even choose to forgo logotype and just represent themselves with a brandmark (Starbucks being a prime example).

Starbucks’ logo became so well known that they decided to forego the typography.

Flexibility is important because of the multiple channels that brandmarks must reside in. A brandmark loses value if it cannot translate across the different mediums and customer touchpoints. 

For Skinkick, the brandmark actually came from a completely different logo concept than our logotype. We took a literal approach to kicking acne out, before adjusting to make it more legible.


The Logotype

Logotypes are the result of many hours of research into fonts, nuances of assembly, and customization. For Skinkick, we went through 40-50 fonts to pick one that matched the clean, but organic feel the client desired. We then decided on the capitalization rules before adjusting the spacing of the font and increasing the thickness of the “kick” area for accenting purposes.


The Signature

A brand’s signature is considered its full logo. Many signatures combine a brandmark and logotype to create a cohesive logo, although marketers may use each component on different mediums.



We always start in black and white before choosing the color palette – human psychology associates colors with emotions and it can make a drastic impact on a client’s choice if colors are added first. With Skinkick, we had been given the desired colors beforehand so did not have to go through a palette creation process.

It always helps to walk clients through the process of designing an identity, and we hope this helps you understand the different components of a logo.

Let us know if you would like help creating your next identity.