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As a logo/branding design company, creating logos isn't just about creating unique icons, it's about creating an overall memorable design that customers/clients and prospective business partners can identify with and remember. Logos can have an icon or it can just be well designed typography, either way this will become what is considered in the design field as the corporate logo.

A common misconception with clients is that a logo is just the icon itself. In actuality, a logo can be simply the font or a combination of the font and the icon. Many companies do not have an icon at all in their identity. Look at Facebook or ebay, neither company uses an icon yet everyone knows that's their logo.

In creating logos designers have to go through a process of ideation and problem solving before, during and at the refinement stage. Determining if an icon (or brandmark) will be part of the logo is an evolutionary part of the process.

Choosing the right typeface, manpipulating it and spacing it properly using kerning and tracking, resizing and tweaking is the art of typography. This is part of the logo development phase that requires not only creativity but talent and an eye for detail.

At Effusion, our logo design and typography skills have been recognized internationally by leading judges and we have been published in several LogoLounge books for branding/logo design and typography recognition in our field.

Click here to see some of our work or call Effusion Creative Solutions at 480.227.8951 or contact us to get started on your branding project.

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