Meaning of Branding and Logo

Logos are symbols that stand for companies, brands or products and can be made up of text and images. Branding helps people to recognize companies and products.

Good logos turn companies and products into brands and communicate the desired image to the viewer. In addition, the brand and logo represent a relevant corporate value today. The e-commerce giant Amazon is in first place in the ranking and was the first brand in the history of the Brand Finance Global survey to break the 200 billion US dollar mark (brand value).

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But a logo is not only important for large companies, it is the basis for all marketing measures. We show you the options for creating the logos:

Branding through word mark

Branding through word mark

The word mark consists of letters, numbers and / or other characters. In the process of development, it makes a big difference whether a standard font is used for the word mark or whether a font is specially developed. The more individual the font or the arrangement of the font, the more distinguishable the logo becomes.


  • To be designed faster, less time-consuming
  • Quick awareness of the brand name
  • Also works very well in small formats
  • Compact to use


  • Difficult to distinguish from other word marks
  • Less individuality possible
  • Less communication of the content possible
  • Brand or company name itself must be clearly distinguishable

Well-known word marks are for example Visa, Coca-Cola, Google or Siemens.

What do branding and logo design mean for the digital world

Branding through word-image brand

A word-image mark is the combination of text (word) and graphics (image). A logotype is added to a word mark and then called a word-image mark as a whole.


  • Faster anchoring, since images are better stuck in the brain than texts
  • A good figurative mark can also be used on its own
  • The opportunities to play in various marketing measures are greater
  • Can communicate complex issues more easily
  • Image marks can be animated in a more exciting way


  • To make it more elaborate
  • Different application sizes must be optimally thought out
  • Similarity to existing figurative marks must be avoided

Well-known word / figurative marks are for example Microsoft, Adidas and Pepsi. The kings of the word and figurative marks are the brands that can only be labeled with the logo and still be recognized: Apple, Mercedes, Deutsche Bank and others.

What do branding and logo design mean for the digital world?

If you have a logo created, it is important that it can be used for both analog and digital marketing activities. This basically works with both logo options. It is important that the company logo is then converted into the relevant formats that are optimal both on the web and in print. Nevertheless, with regard to websites, web shops, explanatory videos and other digital applications, there are a few requirements that must be observed:

  • The logo should be flexible enough to work well in various applications from desktop to mobile
  • The logo must not be too fragmented
  • The logo must be saved in the relevant data formats and thus not consume too much data volume
  • The logo is “expected” in the upper left corner on websites. This means that logos in landscape format often work better than portrait-format applications
  • The claim should not be part of the logo: Firstly, it makes the font too small and valuable text is excluded from Google indexing

Branding – the summary

Good logo design must be individual, distinctive and suitable for the strategic direction of the company or product. An optimal logo design is geared towards all marketing tasks: It can be used everywhere, is quickly remembered and communicates the right content or the desired image. If you have a logo created, your taste also counts: A good advertising agency can meet the requirements in terms of content and appearance with both a word mark and a word-image mark.