As a freelance logo designer operating under the moniker “Drew A Designer,” I have had the opportunity to delve deep into the world of branding and logo design. In this blog post, I aim to demystify the components that make up a logo, specifically focusing on the concepts of logoform, logotype, and tagline. By understanding these elements, businesses can can ask me to create a logo that not only stands out but also effectively communicates their brand identity.
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1. Logoform: The Symbol of Identity Definition and Importance

A logoform, often referred to as the symbol or icon, is a graphic element that represents the brand in a simple but powerful way. It’s the visual component that people often recall first when thinking about a brand. The logoform should be distinctive, memorable, and reflective of the brand’s personality and values.

Real-World Example: Apple Inc.

Apple’s iconic bitten apple logo is a prime example of an effective logoform. It’s simple, recognisable, and carries with it the legacy of innovation and sophistication that Apple is known for. The logo’s evolution over the years has seen it become more streamlined and modern, aligning with the brand’s focus on sleek and minimalist design.

2. Logotype: The Power of Typography Definition and Importance

Logotype, commonly known as wordmark, involves the use of a specific typeface or unique lettering to spell out the brand’s name. This component of the logo is crucial in establishing brand recognition and should be legible and distinctive. The choice of font and style in a logotype conveys much about the brand’s character – be it professional, playful, or elegant.

Real-World Example: Coca-Cola

Coca-Cola’s logotype is arguably one of the most recognisable in the world. The flowing, cursive script conveys a sense of tradition and nostalgia, resonating with the brand’s long-standing history. Its red and white colour scheme further adds to its distinctiveness, making it instantly recognisable even without the accompanying imagery.

3. Tagline: The Message Behind the Brand Definition and Importance

A tagline is a brief phrase that accompanies the logo, encapsulating the essence or the unique selling proposition of the brand. It’s a powerful tool for communicating a brand’s mission, vision, or values in a concise and memorable manner. A good tagline complements the logoform and logotype, creating a cohesive brand message.

Real-World Example: Nike – “Just Do It”

Nike’s “Just Do It” tagline is a stellar example of a tagline that captures the brand’s spirit. It’s short, punchy, and conveys a message of determination and ambition, aligning perfectly with the brand’s focus on athletic excellence. The tagline, in tandem with the Nike swoosh, creates an impactful brand presence that encourages customer engagement and loyalty.


In conclusion, understanding the components of a logo – the logoform, logotype, and tagline – is crucial for any brand looking to make a lasting impression. Each element plays a significant role in communicating the brand’s identity and values. As a freelance logo designer, I strive to integrate these components seamlessly, crafting logos that not only captivate but also tell a brand’s unique story.

Remember, a great logo is more than just an attractive design; it’s a visual representation of everything your brand stands for. As you embark on your branding journey, consider these elements carefully and see how they can work together to create a logo that truly represents your brand’s essence.