Ah, a logo. It can hold such allure. Even a hint of sophistication.

It’s no wonder that it’s often one of the first business visuals that solopreneurs desire.

But beware! There’s danger lurking in developing a logo too soon, or without enough thought. Over the years, I’ve seen solopreneurs rush into a logo, damaging their credibility and visual impact. The biggest risk?

Recognizing that logos come in many variations.

Let’s decode them.

What makes a logo?

First, let’s recognize that a logo is not a brand — it is a symbolic representation of a brand.

Yes, it often gets called a brand, mostly by those who think of western cattle ranchers placing their mark upon their herd.

However, a brand involves many more elements than a visual symbol, including a company’s values, messaging, differentiation, experience, and more.

Three variations

A logomark consists of a shape or abstract design that conveys a company’s identity, often without the use of text. It’s Apple’s familiar silhouette of an apple with a bite missing, Target's concentric red circles, or Nike’s upward swoosh.

In contrast, a wordmark is not symbol-based. It’s a stylized typographic treatment of a company's name. It focuses on font choice, color, and layout to evoke a brand's personality. Think Coca-Cola, Disney, or Kellogg’s.

A lettermark displays a company’s initials in a distinctive typeface. That’s the choice of IBM, CNN, and HBO.

Let’s look at the pros and cons of each.

Logomark

✅ Memorable and recognizable at a glance
✅ Can transcend language and cultural barriers

❌ Requires more time and resources to design effectively
❌ More challenging to update

Wordmark

✅ Often easier and less expensive to design
✅ Enhances business name recognition

❌ Lacks additional visual elements
❌ Requires careful typeface choice to be distinct

Lettermark

✅ Simplifies company name into initials
✅ Popular for limited spaces and long company names

❌ Company may not be recognized by initials
❌ Limited visual elements

Which to choose?

As the breakdown above shows, logomarks offer visual memorability, wordmarks emphasize name recognition, and lettermarks are shorthand based on initials. Each is suited to a different brand strategy.

Which is best for a solo brand?

It offers clear name recognition while establishing a distinctive brand presence. Wordmarks also allow for a straightforward representation of your business, which can be an advantage when you’re still trying to figure out your brand.

As your business and your brand develop, the visual representation of a logomark can help differentiate you from competitors.

Of course, starting with a wordmark doesn’t preclude you from later adopting a logomark and vice versa. The key is to remain responsive to your brand’s changing needs.

Not a DIY activity

Even with my decades of art experience — an MFA, a deep understanding of design, and years of teaching art — I still turn to professionals for this task. So, avoid those online logo generators.

As solopreneurs, we bring a deep understanding of our business, our audience, and our brand. It’s best for design professionals to interpret that visually.

We’ve heard it before: A first impression is often the most enduring. With our solopreneur brand, we want it to be positive and professional.

My favorite visual delights ❤️

Here are a few visual gems from around the Web related to logo design:

📨 Letterheady​
Here’s an enjoyable treasure trove of vintage stationery samples, where you can peruse the letterhead designs used by figures as diverse as Dr. Seuss, Charles Darwin, Albert Einstein, and many unusual commercial interests such as Adams’ California Fruit Gum. Shaun Usher has compiled this labor of love since 2009 and now has a Substack newsletter, Letters of Note.

⏰ 22 Memorable 90s Logos​
Travel back to the 1990s and be inspired by the bright colors, bold geometric patterns, and distinctive typography. These logos capture the energy and fun of this era.

✂️ 3 Principles to Improve Your Logo Design Process​
Even if you're not a designer, this 6-minute video clip featuring Emmy Award-winning designer Chris Do will show you how a designer sees what’s working (and what’s not) in a logo. He also gives excellent tips on how to give feedback on a design.

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Thanks again for being a SOLO reader and coming along on this journey of visual exploration.
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See you next week,