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Lesson in Logos

Logo design is one of the first steps in branding. It's the visual representation of your business. At 2nd Story we work with you to come up with the best possible representation of your business in one simple mark. Part of that process is giving you a variety of designs to choose from. These design options generally fall into various categories of logos. Here is a basic overview of the 5 types of logos that could help you decide what is right for you.

Letter Mark

This is a typographical logo that uses a letter or letters, often the initials of the business name, to create a design. We used decorative typography to create these letter marks for Passion for Planning and the Tyron Benoit Band.

Word Mark

This is another type of logo that primarily uses typography. For this one, the actual business name is spelled out. Other graphic elements can be added, but the text is the main design element in the logo. We used this style for our own 2nd Story logo as well as for JC Patin Construction Company.


This logo style uses a simplified, identifiable graphic image to represent the business. While typography is included, the image is the main focal point. We created a simple line drawing of the Crescent City Connection when designing a logo for Common Ground Health Clinic and we used a New Orleans style rooftop to represent Herbert Laverne Group.


This style of logo uses an abstract geometric image to represent the brand, not necessarily of an identifiable object. When designing for Nightwater Medical Group, we included a crescent shape along with some wavy lines, alluding to the business name. When designing for Ubuntu Construction Company, we used a simple thin like with a point that resembles a rooftop as well as an arrow pointing upward.


For this type of logo typography and imagery are contained in a geometric shape, often a circle. This type of logo is also referred to as in a badge or crest. We used this style when designing for Fleurish Printing and handyman service, Just Call Alf.

There's a lot to think about when creating a logo. But 2nd Story wants to make it easier for you. That's why we offer a free initial consultation for anyone who is interested in working with us to build their brand. So if you're ready to create a logo for your business, contact us!



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