Black and White in Logo Design

Black and White in Logo Design


One thing any logo designer will tell you is keeping things simple is the key to developing a standout, classy and memorable asset.

And when you think about it there is nothing quite as clean, effective, and powerful as the correct use of black and white.

Black offers a powerful, sophisticated, and luxurious quality, which is supported by the pure, practical, and clean elements of white. The crisp lines help punch the logo from the background, and the simple black shape defines modern and sleek. As a deep and serious colour, black can direct communication in a powerful way.

White is considered safe and open. white is directly linked to that which is righteous, good and peaceful. Furthermore, white projects clarity, cleanliness (doctors in white coats), purity (as in a wedding dress) and salvation. White is said to promote creative thought (think of a blank whiteboard) and is also synonymous with freshness and new beginnings. As a positive, clear colour, white can also direct communication in a powerful way.

The pair work brilliantly to bring out their qualities, and together, can create a logo design that achieves a strong marketing presence across many industries.

In fact, many of the world’s top companies have opted for pronounced black and white logos, below are just two of the famous ones, plus other very clean and clever black and white logos we like.

What’re your thoughts on the topic?
Share your thoughts in the comments box below.


Black and White in Logo Design

What’s Your Logo Type?

When designing a Wordmark logo one of the first things to think about is the type of font to be used.

So firstly what is a Wordmark logo? A Wordmark or Typographical logo is a logo that is made utilising the letters of the business name. That is it’s a text only representation, which can involve the creative arrangement and modification of words to present a visual identity for a brand. The representation of the word becomes a visual symbol of the organisation or product.

So what are the common font types that are used in wordmark logos?

Serif Fonts

Serif typefaces tend to be thought of as classic and traditional.

Serif fonts have a line or a small decorative flourish on the ends of the strokes that make up letters and symbols. They are believed to have originated from the Latin alphabet Romans used to etch their writings into stone, so when the stone carvers followed the brush marks, which flared at ends, that resulted in the creation of serifs.

An example of a Wordmark logo using a Serif font is Time Magazine. It has a classical look that demonstrates it’s longstanding place in the market.


Some Common Serif Fonts Include:

  • Times new Roman
  • Georgia
  • Palatino
  • Garamond
  • Century Schoolbook
  • Bookman

Sans Serif Fonts

Sans-serif, literally means “without serifs”, from the French sans, meaning “without”. Any font that is absent of the small decorative flourish on the ends of the strokes, as in a Serif font, can be considered as a Sans-serif font.

An example of a Sans-serif font usage is in the Facebook Logo, which is based on a modified version of the Sans-serif font Klavika. It’s modern and elegant and with its dark-blue background, make the logo very recognisable.

The Facebook logo is the perfect example of a minimal, yet most recognisable logo utilising a Sans-serif font.

Some Common Sans-serif Fonts Include:

  • Arial
  • Verdana
  • Helvetica
  • Tahoma
  • Impact

Selecting the right type of font to use in a logo design is of utmost importance. Your first concern is choosing a font type that matches the message or purpose of your design. If the characteristics the font is communicating don’t match the message of your overall design, then there will be a visual disconnect for the viewers and prospective clients.

One final thing, you may have heard the text you use in logo design is referred to as both fonts and typefaces and wondered if the two terms mean the same thing. Technically and historically (in terms of typesetting) they are different, but basically today, they’re often used interchangeably.



Black and White in Logo Design

Circle Logos – Distinctive and Famous Logo Designs

When it comes to logo design and logo shapes, circles have been the most widely used shapes. When you think about it, circles are the most familiar shapes to a human, they’re practically everywhere!

The shapes of graphic symbols vary a lot, but one of the most commonly used in logo design is the circle.

Many marketing experts and logo designers have been tapping into the familiarity with the circle shape for a long, long time.

It’s amazing how many well-known; well-established companies have chosen to go with a circular logo. Is it ultimate in simplicity or does the circle make it more memorable, more of a poignant visual pointer in the consumer’s mind?

In fact, there’s a fair amount of symbolism and meaning associated with the circular shape. Circles have a positive meaning and suggest friendship, love, unity, stability and endurance. A circle itself is unending, which is why it can also signify infinity or wholeness. Think about rings, such as wedding rings they have an implication of marriage and partnership, suggesting stability and endurance!

It’s no surprise many large companies have their logos designed in the rounded form of a circle. Here are some of our favourite logo designs, designed in a circle. All of them are quite simple, memorable, everlasting, impressive, and stylish!

Are there other famous circle logo designs that come to mind?

Holden Logo
Volkswagon Logo
General Electric Logo
Firefox Logo
Target Logo
Black and White in Logo Design

Five Signs That You Might Need a New Logo!

A logo is the primary symbol for your business. It’s the single item you will spend most time and money promoting. A logo will be seen on your business cards, business flyers, brochures, your website, your invoices and most other forms of customer communication.

A logo is something that has to be meaningful for many, many years, but many things change over time, your business, your products, your services, technology and more

With logo being your business’s public face, if it’s not up to date and doesn’t represent your current business activities at its core, it could be time for a change!

Here are five key signs that it’s time to consider a new logo design:

Logo-RedesignYour logo doesn’t represent your current business.

Over time, most businesses evolve, some grow, so decline, some operate in new markets. It’s not uncommon for businesses to start out with one product or service, then grow and diversify into something quite different. If your logo doesn’t reflect what you currently offer, it’s time for a rebranding and a new logo. A logo should be aspirational, capturing the essence of your business today, the markets you operate in, the core products and services you offer, as well as where you’re headed in the future.

Logo-RedesignYour logo doesn’t adapt well to modern media.

If your logo was designed for example by a sign writer for your storefront 15 to 20 years ago, it might not be optimised to work well on a website or on social media platforms such as Facebook or Google+.

It may have looked great on as a new store sign or in a Yellow Pages print advertisement, but businesses today continue to promote themselves in a lot of new and different ways across many different mediums.

Can your business logo be easily resized up or down and still be easily readable? How does it look good in black and white? Can you derive an icon from it? If the answer to any of these questions is no, it may be time to consider a new logo design.

Logo-RedesignYour logo isn’t as appealing or hasn’t kept pace with your competition’s.

The evolution of the World Wide Web and social media sites have made the business world increasingly accessible and competitive.

Have you recently looked at your competitions’ logo designs?

If you feel, having reviewed your competitor’s logo design and find them more appealing, and up to date than yours, it’s a good indicator that yours may need updating or changing.

Don’t underestimate the impact and value of a good logo design.

Logo-RedesignYour logo is way too complex.

In recent years there has been a growing trend in logos towards simplification in design.

Overly fancy and complex designs that are hard to interpret have lost ‘flavour’. They can also be difficult to translate across some modern promotional and advertising mediums.

Logo-RedesignYour logo was a do-it-yourself project.

As we have said before a business logo design is the primary symbol for your business, some new and start-up businesses overlook this when looking to minimise expense at the beginning of their business life cycle. If you created your logo yourself or had a friend of family member create it, it may be time for a professional logo designer to step in and give it the lift it needs!


Black and White in Logo Design

The History Behind Some Famous Logo Designs

You can quickly recognise a famous company’s logo. Iconic logos that we see around us on products and advertisements are the result of not only a hard work from logo designers, but often reflect the guiding principles and philosophy’s of these companies.

Here’s a little history surrounding 5x iconic company logo designs in the automotive industry.

1. The BMW Logo

BMW-Logo-DesignThe BMW’s logo is in fact a tribute to the company’s history in aviation.

The logo shows a propeller in motion with the blue part representing the sky. This is due to the company’s role of building aircraft engines for the German military during World War II.

The Blue is also the colour of the Bavarian Flag with BMW standing for Bavarian Motor Works.


2. The Audi Logo

Audi-Logo-DesignThe Audi logo has few hoops intertwined. But the hoops are not there by chance.

Instead, the company chose these hoops to represent the four founding companies, DKW, Horch, Wanderer and Audi, which merged into one global company.



3. The Mercedes Logo

Mercedes-Logo-DesignThe Mercedes tri-star represents the company’s dominance over all forms of transport on land, on the sea and in the air.




4. The Toyota Logo

Toyota-Logo-DesignWhy does the Toyota logo have three ellipses?

The three ellipses seen in the Toyota logo represent three hearts!

The heart of the customer, the heart of the product and the heart of progress in the field of technology.


5. The VW logo

VW-Logo-DesignThe ‘V’ stands for “volks” which means people in German, and the ‘W’ stands for “wagen” which means car.

It’s the car for the people!


Black and White in Logo Design

Our Favourite Olympic Logo Designs


With the 2016 Rio Olympics just weeks away, we thought we would share some of our favourite Olympic logo designs, but first a little bit of history about the Olympic logo design.

In 1894, Pierre de Frédy, Baron de Coubertin brought together a group of interested parties in Paris with the goal of reviving the ancient Olympic Games. The parties agreed on proposals for a modern Olympics, and the International Olympic Committee was soon formalised and given the task of planning the 1896 Athens Games.

But it wasn’t until after the 1912 Stockholm Games, the first Games featuring athletes from all five inhabited parts of the world a design of five interlocked rings, drawn and coloured by hand, first appeared at the top of a letter Coubertin sent to a colleague. Coubertin used his ring design as the emblem of the IOC’s 20th-anniversary celebration in 1914. A year later, it became the official Olympic symbol. The rings made a belated debut at the 1920 Games in Antwerp, Belgium after the 1916 Games were cancelled because of the World War.

Coubertin later explained his logo design: A white background, with five interlaced rings in the centre: Blue, yellow, black, green and red…is symbolic; it represents the five inhabited continents of the world, united by Olympism, while the six colors are those that appear on all the national flags of the world at the present time.”

Over the years there have been many famous logo designs, and some infamous ones like the 2012 London Olympic logo, but our favourites.….well whilst we like the 1956 Melbourne logo design, we love the 2000 Sydney logo design.

Our favourite logos:

Have we missed any other great Olympic logo designs?