Tag: Logo Design

It’s important that your wellbeing business has a strong brand identity that resonates both with yourself and your audience. A great logo consists of 3 parts which fit together to create a compelling brand. Read on to find out more…

A first-timer’s experience of Nordic Design – Stockholm 2019

Nordic Design Conference Pink Room

At Wildheart we love going to inspiring, thought-provoking conferences to enrich our knowledge, get new ideas and meet like-minded people. Plus, it’s a great chance to get some of our remote team together in person. For example, you can read Ehron’s experience of WordCamp Europe in A first-timer’s experience of WordCamp Europe — Berlin 2019.

In October 2019, I travelled to Sweden for the first time to visit Guy in his hometown of Stockholm and attend the Nordic Design conference. If there’s one thing I can categorically say about the Nordic countries – it’s that they know a thing or two about design!

Everything about this conference – from the venue and the speakers, to the networking area and the goodie bags – was delivered with design in mind. It felt uber-cool and was very well organised to boot.

The venue

One of the best things about the conference was that it was single-track. I’ve been to a few multi-track events where there are so many things going on at once, it can become really stressful trying to figure out: a) what you want to go to next, b) where it is, and c) how to get there! With just one main venue and 10 high-quality speakers, the conference felt easy, relaxed and stress-free.

It was held in a warehouse building called Magasin 9 in a harbour just 10 minutes from the city centre. This gave the conference an industrial feel, being surrounded by water and shipping yards. This was reflected in the shipping containers and wooden pallets used throughout the interior, and there was even an outdoor sauna and hot tub for brave souls!

The networking area

What I really mean is the ‘play area’. Entering the building, we were met with a dark interior full of neon lights. As our eyes became accustomed to the light, and we started moving around the space, we realised it was full of all sorts of exciting stuff!

Shipping containers had been used to create little rooms, including a fur room, glitter room and TV room. There were games consoles you could play on, a Lego table to play at, and even a ball-pit to play in! And dotted around the space were various food and drink vendors, which were all free (but with plenty of queuing): a candy floss machine, popcorn maker and ice cream stand. But, the winner for the longest queue at all times goes to the guy with the cute red van serving only the finest freshly-roasted coffee!

The food

I have to say, I was very impressed with how they managed to feed 400 people in a very simple, straightforward and tidy way. The main food was veggie, and you could opt in for various dietary requirements in advance. Whereas at WordCamp Europe they had many tables filled with little morsels of food that had people scrambling over each other to get enough, Nordic Design kept it simple – you just grabbed a box, sat down and ate!

Inside the box was a delicious combination of veggie dumplings, rice noodles, veggies and Asian salad. And they’d put up a marquee outside with long rows of tables and benches, so you could muck in with your fellow attendees as if you were in a mess hall.

Teas, coffee and fresh fruit were available throughout the day, and during the afternoon ‘fika’ (a traditional Swedish coffee break), the iconic and much-loved cinnamon buns came out to play! With fruit smoothies to boot, the Swedes definitely know how to do health-conscious, but tasty, conference food.

The goodie bags

Even with the goodie bags, the message was clear: keep it simple but high quality. With just 3 items in our tote bags, I for one was very happy with my freebies (not least because I’d just lost my favourite hat on the Stockholm tube the day before):

  • Orange Nordic Design beanie (very Swedish)
  • Colourful Nordic Design socks
  • Stickers from Nordic Design and Confetti (one of their main sponsors)

The speakers

Ok, now for the important part! We only saw 8 of the 10 speakers, as we had to dash off early, but I was very impressed with the quality of the presentations we saw. They were all in English, used great slides and plenty of humour, and all finished dead on time!

Here’s a summary of what we learned…

“Ways of Graphic Design-ing” – Prem Krishnamurthy

Prem started by claiming that nearly everyone is a designer these days, even if they don’t call themselves a designer. Even creating a social media post includes an element of design.

His main question was, “How can we create graphic design with a sense of ethical responsibility?” And he shared the 3 qualities he always brings to his design:

  • Bumpiness: Today’s world is geared more towards smoothness. But discomfort can open up new types of experience. Uniform surfaces are boring and irregularity can help take in complex ideas. Slowing down in order to comprehend better.
  • Juxtaposition: Our world is largely based on sameness, familiarity, run by algorithms. There’s an assumption that if we’re different from someone we don’t want to know about them, e.g. on social media we want more of the same or similar. We must embrace diversity or be destroyed.
  • Generosity: We learn the basics of generosity as children. Graphic design can be generous and collaborative, and the best pronoun for it is ‘we’. It’s a gift that moves in both directions.

He concluded by suggesting that the true power of graphic design is to listen, learn, reflect and give.

“How to run a design sprint without a panic attack” – Diamond Ho

Diamond is a product designer for Facebook, which means she’s designing for 2 billion, very varied, active people – that’s no small task!

Diamond shared her 5 phases of design thinking:

  • Empathise
  • Define
  • Ideate
  • Prototype
  • Validate

In order to prepare your design sprint effectively, you need to set out your:

  • Purpose
  • People
  • Plan

For the ideation process you can use a combination of:

  • HMW (How Might We) statements
  • Markers & Post-its
  • Storyboard

She concluded by saying that preparation is the key to avoiding a panic attack!

“Building a new interaction grammar with XR input” – Agatha Yu

In case you didn’t know (as I didn’t), XR means ‘mixed reality’. Agatha started her talk by explaining that we’re at the baby stage of immersive computing. A brief history of the computer interface looks something like this:

  • Keypress
  • Mouse + keypress
  • Multi-touch + GPS location + camera (mobile computing)
  • Hands + body + voice: multi-input environment (immersive computing)

She shared a very interesting way that she’d applied grammatical elements to generative design:

  1. Atomised representation: nouns
  2. Composable interaction: verbs
  3. Stylised approaches: adjectives

As a linguist and Content Queen, this piqued my interest, even though most of what she was talking about quite frankly went straight over my head!

Agatha talked about how technology plus intent gives us expression, but that this leads to human dilemma. And she left us to reflect on these questions:

  • How can we express what’s in our heads to other people?
  • And how, as designers, can we help with this? How can we make our design more generative, so we can more easily communicate with others?

“Disruptive Design: Harmful Patterns and Bad Practice” – Laura Kalbag

This was probably the most controversial of all the talk topics. Laura raised the issues of accessibility and profiling in the tech industry, but as marketers we rely heavily on profiling to ensure we’re reaching the right audience, and we also need security measures like Captcha in place, to keep our clients’ sites safe and spam-free.

Here are some of the issues she raised:

Accessibility

  • Low contrast text is a prime example of this.
  • Consider accessible vs. inclusive design.
  • We need inclusivity to make better technology.

Captcha

  • This is a completely automated public Turing test to tell computers and humans apart.
  • 4.25% of all websites use Captcha, which is a vast amount. 2.1 million websites use reCaptcha, Google’s free Captcha service.
  • This is a problem for people using screen readers, and is significantly the most problematic feature when trying to access the web.
  • reCaptcha v3 is invisible, so it’s better but still not entirely inclusive.
  • Surveillance capitalism forms the dominant business model of technology today.

Profiling

  • Big tech sites use profiles of their users to target and maximise profits.
  • Profiling relies on a very binary vision of the world, e.g. when creating a Facebook account you can only select Male or Female as your gender.
  • Profiling can serve as a barrier to equal opportunity.

Data tracking

  • So many products now track user data and use it to maximise their profits.
  • Some surprising examples Laura shared of companies doing this include:
  • Loon Cup: the world’s first smart menstrual cup.
  • i.Con: the world’s first smart condoms.
  • Hello Barbie: the world’s first interactive doll.

Laura claimed that we need new models, including new funding models, for the tech industry. And that better isn’t always good enough. These are some of the ways she suggested we can start to make changes:

  • Be different: be a better designer.
  • Be the advisor: make recommendations to others.
  • Be the advocate: for the under-represented.
  • Be the questions: question the norms.
  • Be the gatekeeper: use expertise to prevent unethical design.
  • Be difficult: keep bringing up the issue.
  • Be unprofessional: stand up for people’s needs.
  • Be the supporter: speak up for others, silence is complicity.

Her final message was: Disrupt the disrupters!

“Eye tracking the user experience – should you?” – Andreas Olsson

Andreas started his talk by explaining that eye tracking is about attention. We’re living in ‘The attention economy’ or ‘The eyeball economy’, but 80% of ads online are never seen, which is a pretty bad user experience.

So, what is eye tracking? It measures where people are looking, or how the eyes move in relation to the head. Our eyes don’t move in a smooth path, but in a series of short stops called ‘fixations’. It’s these fixations that eye tracking researchers are interested in.

Andreas suggested that eye tracking isn’t a stand alone solution; it’s just a tool. It needs to be combined with other user research tools, like interviews, but it can provide some very useful data. It can be very helpful in creating a natural environment for users, and we need to find a balance between natural behaviour vs. ease of analysis.

Eye tracking is currently being used to better understand all sorts of industries, like medical, manufacturing, and industrial – because user experience is everywhere.

“We Are Systems” – Ricardo Vazquez

Being a natural systems person, I found Ricardo’s talk quite fascinating as it made me think about systems in a new way.

He started by telling us about Pando, the oldest, most resilient system in the world. Pando is a forest in Utah where each tree is made from the same root organism. It understands its elements, interconnections and purpose, which is essential for the success of any system.

As humans we’re a product of systems. Cities, buildings, institutions, forests and people are all systems. Systems that are aware of themselves can change their behaviour, for example, Pando is capable of withstanding fires.

Ricardo explained that poor structure leads to poor behaviour and gave the example of the judicial system, where we have 12 elements (jurors) deciding the outcome of a case. But, we don’t know their individual stories, so they could be biased.

The anatomy of a system, according to Ricardo, is:

  • Elements
  • Interconnections
  • Purpose

Elements are usually tangible, e.g. a school has books, classrooms and teachers, but they can also be intangible, e.g. school pride and providing clarity. Elements usually suffer the biggest changes. Elements should remove themselves once they’ve helped a system achieve its purpose. If the elements are hard to see, the functions and purpose are even harder to determine.

Systems can be nested within other systems. A tree is a system within a forest, which is also a system. Therefore, you have a purpose within a purpose, and all purposes in a system must be in harmony with each other.

It’s important for a system to be flexible, to be able to change. Ricardo stated that “A system needs to bend but never break”. For example, the cells in our body change regularly but it’s still our body. If you need to change the interconnections or function of a system, you should re-evaluate if your purpose is still the same.

A system is a set of intended behaviours, not a set of objects. We shouldn’t get too caught up in just the elements of a system, e.g. the buttons on a website. We need to observe the behaviours of the people using the system to better understand it.

Systems don’t need to be complex; they need to be transparent and modular, and the user needs to be able to see all variations of the system. This empowers the user and gives them knowledge.

Ricardo ended his talk with a quote by Ben Hamilton Baillie, “If we observed first and designed second we wouldn’t need half of the things we build.”

“The Art and Science of Naming” – Sophie Tahran

As a linguist and Content Queen, I found Sophie’s talk very interesting; also because at Wildheart we have a product idea up our sleeves that will hopefully need naming in the near future!

Sophie claims that a great name makes your product more usable – by creating a shared language – and memorable. She suggested there are two types of names: proprietary & common. She divided proprietary names into the following types:

  • Eponymous, e.g. Disney; Burberry
  • Descriptive, e.g. American Airlines; Home Depot
  • Acronymic, e.g. KFC
  • Suggestive, e.g. Slack Facebook
  • Associative, e.g. Amazon
  • Foreign, e.g. Zappos
  • Abstract, e.g. Rolex; Kodak

Sophie explained that naming is important, requires structure, and shouldn’t come last in your product creation. Her 5-step naming process is as follows:

  1. Lay the foundation
  2. Brainstorm
  3. Refine, refine refine
  4. Get approval
  5. Drive adoption

Lay the foundation
Look at naming conventions. Which patterns do your names follow? Which patterns should they follow?

Brainstorm
There are lots of different ways to brainstorm, e.g. using Post-it notes, blue sky process, etc. You need to identify the entry points and look for overlapping sounds. Certain sounds invoke the same types of ideas, no matter what language you speak, e.g. V = vitality; B & T = reliability.

Refine
Are there common themes amongst your group or are the name ideas all over the map? Sophie suggested some stress testing: take 3–6 of your options and make sure they fit all the naming restriction categories:

  • Literacy: how does it sound, is it understandable?
  • Size: does the name fit the current scope of the product and leave room to grow?
  • Universality: make sure the name doesn’t mean something odd in another language; check for the curse of knowledge.
  • SEO: check domains, etc.
  • Legal: check copyright, competitors, etc.

Get approval
Getting approval for your name should be easy if you’ve followed the steps above. It’s best to make only one recommendation for the name, rather than including the entire brainstorming session. Specify the pros and cons and add some context. Usually naming comes down to: strategic thinking plus a gut feeling.

Drive adoption
Once you’ve decided on your name, make sure it’s updated everywhere and shout it from the rooftops!

“Designing for Transparency in Machine Learning” – Caroline Sinders

To be honest, this talk went a little over my head, but I still found it fascinating learning about what’s going on in the world of AI and machine learning.

Caroline explained that AI, machine learning and algorithms are really just pattern matching and sorting. She suggested AI is like salt – it’s not a meal on its own, but when combined with other ingredients it can transform a meal.

Data is based on human input. All data comes from, or is manipulated by, humans; therefore it’s a precious material. But algorithms are fallible. For example, facial recognition doesn’t always work, which can be very traumatic for people, especially at border crossings.

Algorithms look for cues but some of those cues might be wrong. So, Caroline questioned why more algorithms don’t have the ability for users to change their options. We should be able to elevate or remove information as it becomes more or less relevant. She gave the example of Spotify’s Discover Weekly algorithm, which creates a playlist of songs it thinks you’ll like. But the data could be out of date, so we should be able to change it manually.

Caroline concluded by stating that algorithms should be based on human rights centred design.

In conclusion

My overall experience of Nordic Design was a very positive one. It was a great day filled with fascinating information and inspiring ideas. Although there was a lot going on, the day felt relaxed, spacious and stress-free. I loved the playfulness of the break-out areas, and one of my favourite moments was kicking back in the ball-pit – I’ve been wanting to play in one of those since I was a kid!     

I really enjoyed visiting Guy in Stockholm too, and getting to know more about his life over there. It’s a beautiful city, which I’d definitely like to return to, as there’s so much to see and explore. And, as we share in our blog series Running a remote business, it makes such a difference getting face time with your colleagues when you’re used to remote working.


How to create a yoga logo that resonates and inspires

For a business, a robust logo is like a great first impression. It’s a firm handshake and a warm smile, a symbolic way of communicating that instantly expresses the values of a business on a conscious and subconscious level. It’s a tall ask for a single graphic, and a challenge to get right without employing professional design skills.

After all, we’re not used to identifying ourselves with a symbol (unless you’re Prince). Balancing subtle communication with raw aesthetics – that will look good on-screen and off – is enough to have anyone stuck at the drawing board. Luckily, with these tips we’ll put you on the right path to creating your own logo, or communicating your vision to a designer.

What is a logo?

Logos are a part of everyday life now. We’re so accustomed to seeing them on our coffee cups and emblazoned across our chests, we rarely stop to think about what they actually are. In fact, that’s the true power of a logo. To be able to influence us without us even realising.

A logo can be many things to many people, but at the core of it, a logo is a symbol – and symbols have always been a powerful means of communication. From ancient Egyptian hieroglyphs to modern day emojis, our history is littered with compelling symbolism… and silly smiley faces.

Consider the ancient yantras of Indian tantric traditions. Mystical diagrams, constructed through specific compositions of sacred geometry. “Yantra” literally translates to machine, which is why each confer a unique purpose in meditation. As the meditator gazes upon the yantras, they’re able to better focus their minds.

It’s through shape and composition that symbols convey their meaning and purpose. Like the iconic Nike “swoosh” and its representation of motion and speed, your logo is your means of conveying your brand purpose. In Nike’s case, the drive is to “just do it” – what would your logo inspire your audience to do?

What’s the difference between logo and branding?

Logos and branding are intrinsically tied, but separate concepts. Like our senses of taste and smell, you can’t truly perceive one without the other.

A logo is a single graphical representation of a brand. It’s clear, defined and tangible. Branding on the other hand, is a much more ambiguous concept. A collective of thoughts, practices and purpose that gives a brand – and therefore the logo – its meaning.

Being the sum total of your brand experience, there’s a lot to consider with your branding. As Jän Ostendorf of Purpose Branding says in our article, From verbal to visual: How to bring your purpose and mission to life, “It takes time and diligence in communicating a purposeful and intended message that is clear and reinforced in every experience, colour, typeface, website heading, email, Facebook post and so on.”

Although Jän recommends starting the whole branding experience with a purposeful vision in mind, don’t get bogged down with analysis paralysis. Both branding and logo design are a fluid exercise, and it’s okay to iterate over time.

Why do you need a logo?

Your logo is the tip of the spear when it comes to your branding. It’s likely to be the first thing your audience sees, and so it’s your first means of communicating your brand and its values.

If you have an audience, a relevant logo is necessary to connect with them. Without it, you’re just another faceless business. Even in the most practical sense, a logo is needed so your audience can identify you.

This is true everywhere your brand exists online. Social media profiles are given their authority through trust. If your audience can’t be sure who you are, they won’t engage with your message.

What are the parts of a logo?

Whilst a logo is a singular expression of your business, it can still be broken down into several parts. Three to be exact, as discussed in our article, The 3 parts of a logo and why they matter. In short, you have a:

  1. Brand mark (the graphic element)
  2. Brand name (the main text element)
  3. Strapline (the short phrase that adds context)

The brand mark is perhaps the easiest part, with symbolism being so deeply rooted in the yoga world. From universal symbols like the tree or lotus flower, to the more religious symbols of Ganesha and Shiva – there’s a lot to use as material for a brand mark.

Despite this (and much to our confusion), so many yoga businesses continue to copy each other with the same generic symbols. This is the area to get creative!

The brand name is generally just the most succinct version of your business name. Nobody needs to read your limited company status in your logo. And finally, the strapline. This is your way of explaining the “what” and “how” of your business.

Do you need a logo now?

If you have a yoga business and you’re reading this article, the answer is probably yes. In any situation where you’re representing yourself and your business – both online and offline – having a logo is a good thing.

That being said, there are some caveats. For new yoga teachers working with established yoga businesses, having a logo needn’t be your top priority. As long as you represent another brand, you can focus primarily on developing your teaching skills and your network.

Having a logo becomes necessary once you step out as your own business entity, and have an audience of your own. Or at the very least, are taking steps towards building one. Which is why new independent yoga teachers, studios and retreat centres should look to get a logo at the earliest possible time.

For everyone else, if you’re at the stage where you’re ready to build your own website, you definitely need a logo now. If you need some direction in that area, read our article on which website platform should you use for your yoga business.

And before you rush out to get a logo made, it’s important that you spend the time to really consider your new brand and what it stands for. That way your new logo can be designed with these things in mind (and your designer will be grateful for some direction).

Examples of logos we’ve designed

Yoganatomy

yoganatomy logo

Yoganatomy is the world’s leading yoga anatomy brand run by David Keil, author of Functional Anatomy of Yoga and a series of online anatomy courses. We refreshed his original logo by simplifying it. The Yoganatomy brand has continued to evolve over the years and the strapline has evolved from “Anatomy for the mat” to “Educating & inspiring”. The original strapline reflected what Yoganatomy offered, while the new iteration written by the client is more aspirational.

Stillpoint Yoga London

Stillpoint Yoga London Logo

Stillpoint Yoga London is a busy Ashtanga yoga studio offering ‘Mysore style’ Ashtanga yoga and inspiring workshops and retreats with founder Scott Johnson. We designed his logo around the concept of the mandala, a meditative symbol reflecting Scott’s integration of Ashtanga yoga and mindfulness. The strapline ”Supporting your practice” emphasises how Stillpoint supports practitioners rather than the authority of the teacher.

The Yoga Spot

Thy Yoga Spot Logo

The Yoga Spot is a yoga studio run by Michele Ross located in the heart of Aberdeen. Feedback from students led to the ”Serene in Aberdeen” strapline.

Need more inspiration for your logo? Take a look at all the other logos we’ve done for our clients in our case studies section.

Tips for creating your own yoga logo

  • Think carefully whether you actually need a logo.
  • Consider and capture your values and personality as a teacher/studio owner. These notes will be useful when you get someone to help you bring your ideas to life.
  • Do hire a professional freelance designer or agency (how about us!)
  • Always look at examples of their work (we’ve done some great stuff).
  • Ask what the process is so you know what to expect.
  • Be as specific as possible with your feedback when you review.
  • Make sure the designer provides different formats for your logo, e.g. stacked and horizontal. It needs to be flexible.
  • Your logo should come with a colour palette and complementary fonts that all work well together. You’ll need this for designing a website and other marketing.
  • Remember it doesn’t need to be perfect – you can, and should, refine your logo and strapline over time.
  • If/when you change your strapline – make a list of all the places that it needs to be changed, e.g. website, email templates, flyers, social media channels, videos, etc.
  • Keep it simple.

Avoid these common mistakes

  • Being too literal. Keep it abstract: it should allude to meaning, not spell it out!
  • Avoid getting too complicated. Logos that are too detailed and complex in design, or those that have very light fonts and delicate lines, are difficult to read at small sizes on screen or when printed on fabric.
  • Never use a lotus flower as the main graphical element. It’s been done to death, and you want to stand out, right?
  • Don’t use delicate decorative fonts that are hard to read.
  • Avoid constantly tweaking your logo and strapline – once a year should be enough for small tweaks.

Are you ready to create your own yoga logo?

Designing a logo seems to start off as a simple exercise, but then often turns into a beast of branding, ideation and existential dilemmas (what is the moral purpose of my business?!)

We’ve covered a lot of ground in this article. From abstract theory to practical implications, we hope you’re feeling more prepared to tackle your own yoga logo.

With so much to consider, it’s incredibly helpful to get expert assistance right from the beginning. If you’re feeling overwhelmed, you’d be in good hands with us. Our Logo and Style Guide Package is based on our tried and tested process, developed over 25 years working with clients.

Ready to take the first step? Book a free consultation today.


The 3 parts of a logo and why they matter

You have literally seconds when it comes to making an impression on new visitors to your website. Having a well-designed logo is the foundation of appearing professional. Your logo is normally located top left of your website and is the first thing your website visitors are likely to see.

Your visitors will judge your business and brand on the strength of your logo – in seconds and mostly sub-consciously. But giving a brief to a designer can also be a challenge. In this post we’re going to unpack the parts of a logo and show how they successfully fit together, so that by the end of this post you’ll know what makes a good logo.

If you already have a logo, you’ll be able to look at it with freshly informed eyes, and you’ll be able to fix it if it’s not working so well. If you don’t already have one, you’ll be able to give a designer a sensible brief so they can do a great job for you!

Before we get stuck in

A note to new businesses: If you’re a bootstrapped start-up or a freelancer embarking on a consulting business, a logo is not the only thing you should be focusing on. You need to make sure you’re keeping your existing customers happy and finding new customers as well as developing your brand. Bear in mind that you can change your logo as your business grows and you develop more budget for marketing. So, your first logo doesn’t have to be perfect, and if all goes well it certainly won’t be your last.

The 3 parts of a logo

Let’s dive into what makes a good logo. At Wildheart we consider a logo as having 3 parts:

Part 1: The brand mark

This is the graphic element of your logo. It’s usually an abstract or stylised shape. It should be striking and easily recognisable. Big brands (think Nike and Adidas) often use this graphic on it’s own, but if you’re a small business this is something you should avoid, as you’re not likely to be a household name any time soon!

Not every logo has a brand mark, and the brand mark can also be created using just the brand name. Here are some practical examples:

Wildheart Media
Our logo is a bear’s face made in the shape of a heart:

Wildheart Media Logo

Authentic Yoga Marketing
In this case there is no brand mark and the logo consists only of the brand name contained within a frame:

Authentic Yoga Marketing Logo

The Yoga Spot
The brand mark we created here is a mandala (a mystical symbol representing the universe) in the shape of a flower:

The Yoga Spot Logo

Part 2: The brand name

This is the main text element of a logo and is normally a shortened version of your company name. It should be no more than 2 words; one word is even better. There needs to be a common thread that runs through your brand name, company name and website address.

The brand name we chose for our logo is Wildheart. Our company name is Wildheart Media Ltd and our web address is wildheartmedia.com. Notice how we dropped ‘Media’ from our logo. Why? Because Wildheart Media is just too long as a brand name in a logo. The common thread here of course is the word Wildheart.

Here’s another example. Authentic Yoga Marketing is a series of marketing courses for yoga teachers and studio owners. This is a partnership between Wildheart Media and David Keil from yoganatomy.com. The brand name is Authentic and the web address is authenticyogamarketing.com. But that’s quite a mouthful, which is why we’ve dropped ‘yoga marketing’ from the brand name. However, we’ve managed to include this by using the strapline ‘Marketing for yogis’.

Part 3: The strapline

The strapline is a short phrase that appears underneath the brand name. It’s useful to add more detail to the brand name and it usually consists of the ‘how’ or the ‘what’ a company offers.

In our example of Wildheart we explain the ‘what’ and the ‘how’ with ‘Authentic content marketing’. This is still problematic because most people don’t know what content marketing actually means. But we can’t solve all our problems with our logo, can we?

In our second example, Authentic Yoga Marketing, we explain the ‘what’ with the strapline ‘Marketing for yogis’.

The strapline we developed for The Yoga Spot combines the ‘how’ and the ‘where’ in ‘Serene in Aberdeen’. This strapline came out of the language that Michele, the founder of The Yoga Spot, uses to describe her yoga studio.

Writing a good strapline can be hard to do and requires good collaboration. Remember it doesn’t need to be perfect straight away. As you refine your marketing and messaging, your strapline will most likely go through a few iterations before it settles and feels right.

Pulling it all together

So far we’ve broken down the 3 parts of a logo into:

  • Brand mark
  • Brand name
  • Strapline

Now that we know what the 3 elements are, it’s time to look at how they fit together.

Your logo needs to look great in any context, for example:

  • Website viewed on a smartphone, tablet and desktop
  • Printed flyers and posters
  • Social media accounts, e.g. Facebook, Instagram, LinkedIn, etc.
  • Emails
  • Signage if you have a physical location
  • Merchandising like t-shirts, hoodies, caps and bags

Is your logo robust?

A common mistake is to come up with a brand mark that is too intricate or to use a font that is too thin. This is a problem when a logo is viewed on screen at small sizes or printed on merchandising. When the logo is viewed in these contexts, all the lovely detail gets lost. The solution is to make sure that during the design process you see and approve your logo in both large and small sizes.

Is your logo flexible enough?

Every logo should have at least 2 formats so that it looks great in as many contexts as possible. The 2 most important formats to think about are landscape and stacked.

Landscape format
This is the version you’ll use the most. It’s the best choice for your website because the format is a horizontal rectangle. Normally this is achieved by positioning the brand mark to the left of the brand name and strapline. This format makes efficient use of space, especially on smartphones and in emails. For example:

The Yoga Spot Logo

Stacked format
The stacked format is often great for signage and merchandising like t-shirts and bags. As the name suggests the elements are all stacked on top of each other. The brand mark often needs to be bigger in the stacked format to look well-proportioned compared to the brand name. For example:

The Yoga Spot Logo (Stacked)

In conclusion

In this post we’ve identified the 3 parts of a logo and showed some different examples. We also explored how these 3 parts fit together to make a robust and flexible logo.

But there are 2 other visual elements that are also really important when it comes to your branding. These are your colour palette and fonts, and we’ll be exploring these elements in our upcoming blog posts.

For more on this topic, check out this video of Wildheart founder Guy talking about the 3 parts of a logo.

And if you’re ready for a new logo for your business, why not sign up to our Logo and Style Guide Package.

See how we’ve helped our clients


Content Kitchen 18: How to design a memorable logo for your business

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

How to design a memorable logo for your business

In this month’s Content Kitchen video Guy explains the steps to create a memorable logo and gives some insights into the process that we use at Wildheart Media.

Read our guide “The 3 parts of a logo” by downloading the PDF below:

Download the PDF guide

Video highlights

01:32 Guy introduces the concept of the 3-part logo.
01:57 Guy explains how the 3 elements work together.
02:26 Guy gets into the Wildheart approach.
03:27 The last element of the logo is the style guide.

What next?

Jän Ostendorf, CEO of Purpose Branding continues the Anatomy of a brand series and in this last guest post looks at how your writing style and tone of voice should communicate your purpose, vision and mission. Take a look. From verbal to visual: How to bring your purpose and mission to life.