34 Business Founders And Branding Experts Share Their Logo Stories
Jan 29, 2021
By:Emily Harper
Jan 29, 2021
By:Emily Harper
Your logo doubles up as your business's identity. Your logo plays a significant role in determining the success of your building a strong brand. However, many companies and brands springing up, especially in the online space, standing out from the herd pose a relevant challenge.
To help you craft the perfect logo for your business, we spoke with 34 business owners, founders, and marketing experts to share their inspiration behind their business logos. We hope this helps to inspire you.
I created my logo myself in Canva. I wanted something simple and clean with colours that were bright, warm, and fresh. It's a flower company, but I didn't want it to necessarily look like a flower company. Instead, I wanted it to look like something that would make people lean in and want to learn more about who we are and what we do. I think I nailed it.
As Founder and CEO of an organization, choosing an appropriate logo is almost like naming one's child - the logo must succinctly reflect its values and purpose. With this in mind, Eu Natural's logo is a supplement capsule with a leaf diad sprouting from its center.
At Eu Natural, we create and provide health supplements from herbal ingredients. These supplements improve our customers' quality-of-life and help them grow and develop into the humans they desire to be.
As such, we chose this logo for several reasons:
Our company, hope&plum, is a babywearing company that produces ring slings. hope&plum ring slings offer parents and caregivers a size-inclusive, compact, and stylish way to wear their babies. We wanted our logo to embody what we strive to be as a brand. Each of our products is inspired by different elements in nature, and we use natural materials in producing our products.
So when we set out to develop a logo, we wanted to have a piece of art that incorporated different settings in nature within a single piece of art, which is why you see the mountains, a river, and diverse fauna and flora. The circular shape of the logo is also symbolic. It embodies our sustainability goal, as we make sure that we use and recycle our materials down to the very last scrap of fabric.
Finally, the inspiration behind our name is our two oldest daughters, Eleanor Hope and Selah Plum. Our name symbolizes that we care for our community of customers as deeply as we do our own family. We chose a minimalist font for the wording because we wanted it to reflect that our product is essential and straightforward to parents. Our logo represents our values as a company, and its development was thoughtfully planned to remember that!
The birdy logo represents love and compatibility. The logo's original idea was much more literal by only showing two birds facing each other. The amazing artists that helped us redesign our logo had an idea that shows what Birdy stands for:
The idea was to combine the heart shape, universal symbol of love, the bird shape, following the name of the app "Birdy," and the complementarity symbol Yin and Yang. We obtained an efficient logo, immediately recognizable and easy to remember!"
The artists are Flore Vincent and Céline Ferrié from the famous french Penninghen Art School.
I started a marketing/branding firm 19 years ago and believe branding is crucial to growing your business. Because if you do not brand yourself, then the market will brand you instead. I created a logo for my consulting brand right away because I think it signifies a level of professionalism and gravitas, which elevates my brand to be bigger than me.
If you click on my website link, you can see my brand logo. It is memorable, serious, yet playful, striking the right balance of being creative and fun to work with. I chose the name, colour, and font that also embody the type of brand I wanted to build.
The single most crucial ingredient in creating a great brand is authenticity, and here are a few branding tips that also apply to logos:
I think my logo accomplishes that and has served me well!
I came up with the name Blue Cube Marketing Solutions and logo design simultaneously during a brainstorming session. I sat down on the couch with a glass of wine and started writing down words that described what I do and were symbolic of Public Relations and Communication Strategy.
I realized it wasn't what I do during this process, but now I do it, that was key. I provide solutions for companies to communicate, connect, and engage with clients, employees, vendors, and the community. Since my approach to using Community Engagement as a marketing strategy was unique for small businesses in Las Vegas in 2002, I landed on Blue Cube Marketing Solutions and the tagline, Outside-The-Box Marketing Solutions.
From there, the pieces fell into place. I love the colour blue and Picasso's cubism because it makes you look at things from a different angle, a unique perspective. The logo popped into my head - an unfinished, cubism-style box. A box with open walls allows one to go outside, literally, and connect with clients, employees, vendors, and the community.
When it comes to Public Relations and Communication Strategy, you also have to think outside the traditional boxes of TV, radio, computers, and your office to connect one-on-one. I believe my company's name and tagline epitomizes what I do and how I do it.
I have been fostering animals for many years. When the pandemic hit, rescue organizations were overwhelmed by the number of heartbroken pet owners who were surrendering their beloved pets due to financial difficulties related to COVID19. We knew that there had to support out there, so we began compiling a database of resources to help pet owners across the USA.
Our logo features a paw and a hand, reaching out in opposite directions. This represents our goal of providing outreach across the country. Some of the resources found on My Pet Child aren't just for animals; there are organizations dedicated to helping pet owners too, and having a hand and paw in our logo suggests that support.
We also wanted something graphic and straightforward that would be easy to replicate and post on our partners' websites. The situation of COVID19 and potentially losing pets is urgent, and the bold, utilitarian design gives that sense of importance and urgency. Our logo is memorable and straightforward, and we are hoping it provides a beacon of hope to pet owners who are struggling.
The SCP logo was created out of a sense to represent the trichotomous being of me! I am mind, body & spirit! Though it is easy to say the S stands for Sheena, it stands for the Latin root soma/somata. Soma is used about the entire being of an organism. S Cubed Productions is the wellspring of God's blessing upon Sheena's mind, body & spirit.
I had over 30 different designs submitted but decided on this logo because I thought it was unique. I also think the logo gives our potential customers a good idea of precisely what we do. Since it is reminiscent of old school blueprint drawings, most potential home sellers recognized that we purchase property that requires renovation/construction.
My logo has an interesting story behind it. In 2002 I was diagnosed with Kidney cancer. It was a huge life-changing experience for me. That is when I decided that I needed to know EVERYTHING about the mind/body connection. I spent the last 18 years studying all research/information about the mind-body connection and healing the body.
A few years ago, in 2018, I decided to take all this information and write a book. I have learned that staying in a positive mindset is crucial to fostering a positive life and a healthy body. I realized that daydreaming about what I want makes me happy and is a beautiful way to stay in a positive mindset and escape to a positive place during times of stress.
I realized, if we could daydream our way into a happier life and, therefore, a healthy body, we could learn to stop wallowing in the negativity and stop feeding negative energy into our body. Since then, this has been my guiding principle, and I am now celebrating 18 years of being cancer-free. The dandelion with pieces of it blowing is the symbol of faith and hope in our daydream.
My logo design was evident to me as soon as I decided on my company name: Inspired Home Interiors ("IHI"). I wanted the "H" to be cuddled by the two "I "s, to form the shape of a house. Our logo needed to make it immediately clear to consumers what our company did (interior decorating) and to portray our company identity and values: timeless, beautiful, reliable, sophisticated, simple.
Our logo is a circular image, perfectly fits social media icons, branded items, etc. I chose the Navy to represent trust and wisdom, orderly and calm spaces, and White to represent perfection, possibility, and light. My fantastic graphic designer, Ampersand Design Co., helped determine the specific hues and fonts to portray all of this. I'm so pleased with how it turned out: enduring and steady (not too trendy), lovely, immaculate, and straight forward, just like us!
Our Founder felt incredibly GRATEFUL to start his third company and try to make a difference in the world. When deciding on a name, he kept returning to the word Grateful, and the rest is history. With reinventing the traditional unhealthy burger at the forefront of his mission, it made sense to include a grill mark as a dominant part of our logo.
The word Grateful needed to be visually bold, and of course, 'Market' refers to a homegrown feeling of a place to go for fresh, wholesome food. Our logo may not be complicated, but every part of it holds so much meaning. Eat Great. Be Better. Eat Gratefully. It's that simple!
Assist-o's logo was inspired by its primary goal - to help our clients in whatever they may need and save them time by being a one-stop-shop for any task. The logo is an abstract representation of hands in half-circles around the letters A and O. The hands represent our work towards our client's needs. In contrast, the letters A and O symbolize the completion of the job from start to finish (Alpha and Omega) and echo the beginning and the end of the company name.
When developing our logo a year ago, our direction included a traditionally female colour scheme (purples, pinks, soft colours) and a soft image that abstractly represents a human body since we are focused on whole-person medical care. We hired a graphic designer who cleverly integrated a shape that resembled a person's head and arms and included a triangle shape representing our Triad of NC (which comprises three major cities).
We chose an inverted triangle vs. a standard position because it balanced our business name's weight and seemed a little less rigid, warmer than a classic triangle. We were given a wide range of fonts but chose something clean and easily legible that could easily be implemented across mediums, including web copy, wall graphics, brochures, etc.
As far as colours, we landed with a deep purple, which is feminine but not so much that it ostracizes potential male clients. Deep purple should also hold up better to the sun with window graphics than a deep pink.
TIT Teas isn't your average tea company, and we needed a logo to reflect that. As a tea company with a suggestive name that raises money for breast cancer, our logo was critical to pulling the entire concept together. I had a clear vision of what I wanted the logo to be. I didn't have any semblance of artistic ability or the slightest idea of translating my thoughts into words.
"We've gotta get the teacups right" is all I kept saying to our social media director, over and over without any further context. I think she grew tired of hearing me say it, so she took it upon herself (and went out on a limb) to hand-draw some mockups, which are legitimately hilarious in retrospect.
I finally realized that the only way to get my thoughts on paper was to do it myself. I've worked in a corporate environment for most of my professional career, the only "design tool" I knew how to use was Google Slides. I did a terrible mockup in Google Slides and took that to a Fiverr designer and got an equally terrible product in return.
I finally accepted that logo design wasn't something I could cut corners on, and I hired a professional, which was one of the best business decisions I've made to date. I have a logo that fully captures my vision, and it's "sneaky-naughty" and precisely what I had hoped for. The older I get, the more I realize that "you get what you pay for" is savvy business advice.
My work is in career and startup advice, and I share tips from experienced corporate leaders and seasoned entrepreneurs for young professionals. Well, I want to solve the problem which I faced, not getting the right guidance for a career. Thus, my whole aim was to create a logo that gives the message, "Light of guidance in the darkness for people who dare to dream."
It should also look simple, signifying a non-rosy, sticking to reality and a platform sharing practical advice. After thinking a lot, I chose two colours, black and yellow. I wrote the yellow platform's name in black background with the tagline: 'For those who dare to dream.' Thus, the whole aim of my work was just squeezed into the logo.
Our logo pays homage to our ancestral African roots. Our leadership team all have Afro-Caribbean roots, and our services are centred around the Black/African-American experience. Further, our company is very much focused on righting the past's wrongs, as they relate to workplace inequity. We're also a bit unconventional in our approach to diversity. Our logo perfectly conveys these sentiments.
The center of our logo (the bird) depicts our version of the symbol for the word "Sankofa." Sankofa is a word in tGhana'sTwi language, which means, "Go back and get it." That phrase is generally recognized as meaning using lessons from the past to change the present positively. Our Sankofa is seen reaching back for a golden egg, which symbolizes achievement. Since our services are tied to the employment industry, our Sankofa takes the letter "J" for jobs.
Our logo colours are the colours of the Pan-African flag (with a bit of gold for good measure). The two black stars on either side of the Sankofa's feet are symbols of Pan-Africanism.
We went through several iterations of our logo before settling on this final form. Most notably, our initial logo boasted a very traditional Sankofa. The Sankofa is traditionally depicted facing the opposite direction of our Sankofa and tends to have lots of white space on its body. Those spaces proved to be very busy for a logo, so we filled them in. It gives the Sankofa a feeling of wholeness, which is really what our company is about—creating a sense of belonging/wholeness in the workplace.
When deciding on a logo design, we had first already come up with a name. We had a list of over a hundred potential words, and my co-founders and I eventually rattled it down to "Boo." We had no idea what our logo would be, but we ultimately settled on a ghost.
The definition of Boo that we like to use is a significant other, rather than what ghosts say. But at the same time, we realized the ghost concept was a good fit for us because, at our core, we are a dating app that matches people based on their innate compatibilities and personalities--their soul.
We are an app that focuses on who people are on the inside rather than what they look like on the outside. And the soul/ghost concept was very emblematic of that, yet also highly intuitive and related to the word Boo.
I call myself "The Joy Seeker" because I inspire people to seek out more joy, despite their struggles. Our struggles don't define us. There's always a joy to be found if we know where to look. I knew I wanted the logo to be simple, fun, and inviting.
The sun was perfect because it's a symbol of hope, joy, and warmth. It also rises and sets - .just like life's difficulties. As tough as some situations are, we are strong enough to push through them and come out on the other side. Just like how the sun rises every morning – we do too!
Homes are the heart of every community. Not only do they provide protection, but they house memories, milestones, hopes, dreams, laughter, and joy. Oxford and Merriam-Webster Dictionary defines "Revival" as an improvement in the condition or strength of something, the act or instance of reviving. With that, when choosing a logo, we wanted to appear as we are defined.
Allure Wigs INC is a luxury, bespoke line of human hair lace wigs and accessories. We also provide services and hair classes. Our logo consists of an arch that is positioned over the words "allure wigs." We kept the logo monochromatic as we wanted to aim for simplicity and elegance. We also chose the arch because of its symbolism of womanhood.
We understand the importance of hair as a status symbol for women. As part of our mission, we hope to empower females with the freedom to switch up their look and either stand out or blend in a while, making a bold fashion statement with a natural-looking unit. When we sought out to launch our business, we wanted a logo to represent this idea, and we think ours does an excellent job at being classy yet bold.
You could describe the logo for our website, www.yoreoyster.com, as fun and a little quirky. We use a loopy font in a family of fonts that's quite common amongst travel businesses—you see it on travel blogs and in the header images of travel vlogger YouTube channels and on stationery at hostels in online advertisements. We initially launched in the travel space, so that font choice made sense for us.
When we were thinking about the colours that best suited our logo, we decided to follow in the footsteps of Airbnb—the most successful travel startup at the time—and go with a soft pink (#f16464). It was very similar to the colour Airbnb used in its logo when we launched back in 2014, and both us and Airbnb are still using the same colour today. Our website has been redesigned several times since then, but our logo hasn't changed at all.
When we were thinking about the shape, we knew it was important to us that we be able to use the same logo across all types and sizes of media. So, we opted for a circle rather than a rectangle or another shape that looks good in some placements but needs to be adjusted to fit into others.
All in all, our logo is the result of a bit of thoughtful reverse engineering: thinking about the font, colours, and shape that made the most sense for us and putting them all together in a single package. We believe that if you think about each component of your logo deliberately and are conscious of how you assemble them, you'll end up with something unique and special.
Before I decided to niche down and specialize in elopements, I photographed traditional weddings. The beginning of 2020 was when I launched my rebranding. We did a complete rebrand, including a new logo. I knew my logo had to stand out, be timeless, and somehow had to inspire and encourage my target market to contact me. Now, I'm no designer, so I knew this task had to be outsourced. Some things are just better left to the professionals. I worked with Sarah from Kern & Ink.
Sarah knocked it out of the park with our logo. She listened to everything I said about our business, our why, our core values and somehow made our company's perfect logo. She asked me questions like, "how would you like your target market to feel when they see your logo," to which we responded, "I want them to feel excited, connected (connected with us but also connected to my brand-like they can see themselves and see themselves in my photos), joy, and inspired, inspired to trust us, and inspired to leap, to have their dream adventure elopement wedding day and forget the social norm of a traditional wedding!".
We then came up with a brand message together: In Love and Adventure is a husband and wife photography duo that provides adventure elopements photography & location guiding on your wedding day. We want to help you plan your elopement exactly how you're envisioning it, execute it, and document the entire day. We are here to help couples unapologetically get married how they want to.
The Myrth logo is a combination mark with a green sloth named Daly holding onto the H in MYRTH.
Why a sloth? Sloths move slowly because they need to maximize their energy. Sloths, it turns out, aren't lazy at all. They are doing precisely what they need to do when they need to do it, to optimize their well-being. This is what I envision when I envision the Myrth community – optimized well-being.
Why the name Daly? Daly (pronounced "dail-ee") embodies many traits worth having: calmness, focus, perseverance, and intentionality. Why the name Daly? Well, I thought, given our current gender landscape, that having a gender-neutral name would be necessary. And on that note, Daly's pronouns are they/them/their. Daly is also pronounced like "daily," which reminds me to practice self-care daily and take life one day at a time. I am the hero of my own story, but it doesn't hurt to have a guide to help.
Why is Daly represented in green in our logo? Green is the colour of the heart center. Everything we do here at Myrth is for and by the heart. And while not everyone buys into chakras and all that, green is also known to help alleviate depression, nervousness, and anxiety.
The sloth encircled in green encompasses Myrth's values: doing more by doing less, slow tech, leading with heart, cherishing time well spent, slowing down, embracing essentialism, and employing a conservative business strategy.
I love that I run a tech startup, the land of "move fast and break things," with a sloth as a logo. A contradiction to many, I see it as the required future of the digital age. A more mindful and thoughtful land is needed– and I intend for Myrth to lead the way.
When we developed our company, we got the thought leaders to brainstorm the core values, mission, and vision statement. From this meeting, several buzzwords stuck out: hope, renewal, revival, protection, and security. It just so happens that hope, renewal, and resurrection are all terms used to describe the meaning of a green leaf. We then decided to frame the plate with a shield representing protection and security, which is precisely what our company provides to people in life insurance policies.
Despite not having a design background, I decided to create Reel You's logo. The first versions were objectively terrible, but I regularly revisited the designs to try out a few new techniques. As a solo founder, I relied heavily on friends and family to give guidance and help me iterate. Text messages such as "Do you like version #5 or #6?" eventually helped me narrow down the styling and colours.
When I had a few final options for consideration, I surveyed approximately 30 people to land on our final logo. Since Reel You helps people tell their stories in a way that reflects their real life, I thought it was essential to incorporate both "stories" and "you" into the logo. The film reel has a connotation of visual storytelling, and the five holes of the film reel are oriented such that it can be a little person or "you" (with a bit of imagination).
I chose cool colours to give a feeling of calmness and reflection. The app logo also substitutes for the "O" in the full company logo. I'm pleased with the results and, so far, our "Reel Yousers" have given high ratings to the branding and design of our app. My first foray into design was so much fun that I've gone on to design a large portion of the app's UI/UX and even completed some fun side projects like creating a logo for a friend's podcast!
I run a Hong Kong-based handbag brand called Genuinely not Leather (GnL). Through GnL, I make vegan handbags using plant-based fabrics (cork and teak leaves). I use recycled plastic bottles for the inner lining of my bags. The mission of my brand is simple, 'to make sustainable fashion fashionable.' My bags are eco-friendly, cruelty-free, and ethically-made.
I wanted my brand logo to be reflective of this promise to the consumer. When one thinks of eco-conscious, the first thing that generally comes to mind are leaves with either green or brown shades. I wanted my logo to be reflective of that and more. After considering various designs, I went with a logo that symbolizes GnL's passion for sustainability and the promise of ethical practices.
Designed to resemble a fingerprint with a delicate heart in the center, the brand's initials, GnL, form the fingerprint's lines, while the heart and the line above form an exclamation mark. The fingerprint is like a signature, an assurance from the Founder that the brand will live up to all it promises.
The heart in fingerprint logo signifies our steadfast commitment to the humane side of fashion and care towards all that surrounds us, reflecting the GnL brand promise of sustainable fashion based on cruelty-free, eco-friendly, and ethical brand practices.
I'm the Founder and CEO of Flower + Stone, a one-stop-shop retailer for clean beauty and wellness products. Being a young entrepreneur, I initially tried to do everything myself. However, our beautiful logo was created by another recent-graduate, Cassidy Vida, and she honestly couldn't have made a better logo that represents our brand.
Flower + Stone is natural yet modern, bold but still very detailed, and most of all: made for all beauty lovers. From our logo, you can see this brought to life. Flower emphasizes the feminine side of our company, while Stone brings in a masculine vibe. We are a collection for all and hope to share clean, non-toxic products with the world and the importance of switching from conventional, unhealthy cosmetics and hygiene products that we put on our skin every day.
I started Gathering Dreams to inspire other people to live the lifestyle of their dreams. And for me, after quitting a corporate job to build my own business, it's all about simplicity, giving space to what matters, and creating a company that gives you time. Time to do what you love and enjoy a slow-paced life.
I wanted my logo to be minimalist, timeless, and straightforward. I also knew it had to represent me, and I wanted to create my design. I have always been inspired by Scandinavian design. And that's where my research started. I looked at interior design books, product packaging, book covers. I created a Pinterest board with all the inspiration I could find.
I wanted something easy to read yet memorable. After several drafts, it was essential for me to get other people's opinions, especially my partner's. I needed to make sure the logo encompassed everything I wanted my brand to be about.
And once I had what I thought was the final logo, I took a step back and locked it away in a file for a good few days. Taking a break from your work helps you detach from it and look back at it with fresh eyes. After a few final touches, I knew I had the perfect logo for my brand.
When setting up our business, we wanted to aim for something sexy, aspirational, and representative of our business activity. We came up with a peach logo as, at first glance, it is a juicy fruit that also represents a sexy bottom and our base desires. We have added a golden center that symbolizes our genital organs and our sexual aspirations and objectives and our excellence as a company. We have chosen warm peach and gold colours to represent our desires and a warm and exotic setting.
I am a physical therapy doctor and have always been passionate about helping people realize age doesn't have to dictate our function, nor does it guarantee pain! When I moved to Utah, I realized that adventure didn't have an age limit. I wanted to show people that even with osteoarthritis, they would keep the experience alive.
An adventure is anything that makes you happy on the inside, and I believe orange is associated with happiness and action. I added the mountains because most adventures are out enjoying the mountains-hiking, skiing, and cycling. Experience is such a powerful word with a positive connotation, and I wanted the logo to speak for itself!
We sell millions of live crickets, super worms, and other insect feeders every month to reptile owners. Naturally, our customers and audience appreciate the wild and squirmy. So our logo needed to embody an image that our customers could quickly relate with. A half-eaten apple core immediately elicits a sense of consumption and waste.
What would you expect to find on an eaten apple core, sitting on the side of the road? Bugs! So we took this image and covered it with squirmy bugs and worms. Now, we primarily sell crickets. But we did not want to limit our products to only crickets. The variety of bugs in the image offers us the freedom to expand from crickets and super worms, roaches, fly larvae, and even frozen mice. And the name needed to embody these same characteristics.
Sure, we could have called the site Cricket Depot. But again, we would have been limiting ourselves to being the sole provider of crickets. By swapping out cricket for critter, we instantly expanded our expected products from crickets to other feeder insects. And ultimately, this can then jump even further into reptile and pet products as well.
Our logo doesn't come without controversy in the graphic design space. A modern logo should be printable in a black and white copy and only use 1 or 2 colours. I am not a fan of this methodology. I prefer gradients, lots of colours and dismiss the need for black and white imagery.
A logo with more colours, more characters, and more objects have much more personality. And that resonates much better with reptile owners, who are some of the most caring people we've ever met. So although we're breaking the textbook rules for logo designs, we know it will be more appreciated by our current and future customers.
As you can see, as a marketing company, our logo and company name reflects our motto that we Evolve you quickly. Our logo gives you the hidden message in our name that it looks like a rocket moving in a forward direction with a small black dash in between the flames.
I wanted to share the story behind my business logo. As an interior designer, I wanted a way to leave a first and lasting impression on my clients. I often am contacted through the digital space, so emails or my website are people's first interactions with me. I played with the idea of incorporating design tools like a paint book or geometric rulers into my logo but thought that was a bit overplayed. I worked with Los Angeles based Graphic Designer, Luke Buenaventura, to come up with the logo I use today.
I wanted something that felt modern but approachable. I knew I wanted it to be a reflection of me, so we thought, "Why not make it me?". An outline of myself in my favourite business lady outfit, Luke drew up the image, and I approved! My favourite element of the logo is that it feels firm, and my character looks like she's ready to handle business. As a woman who works in such a male-dominated industry like construction, that was an extra special touch. We kept it minimal by having only black and white colours visible as a nod to being precise and playing the modern flare of my design aesthetic.
I've gotten excellent feedback on it from clients and others in my industry. It makes a significant impression and allows a bit of my personality to shine through online. As I expand my business in the hopes of going into retail products, I thought this logo was the perfect image to put on tags (I can use it alongside my business name or without for a more simplistic look).
The stories behind these logos are genuinely fascinating. We hope these logo designs inspire your creativity and zest to craft the perfect logo for your business!
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