Building A Brand on Amazon – Creating Your Logo

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.

Creating your logo is arguably one of the most fun parts in the branding process – at least for artistic people, which I consider myself to be.

It is also quite important. As the saying goes: “A picture is worth a thousand words” and it is absolutely true when it comes to brands, and even more so on Amazon where sellers have to pack as much information about their brand values and promises in as little space as possible.

Designing a logo requires choosing a type of logo, font and colours.

Firstly, let’s deconstruct a logo. A logo can be made of one of two elements of a combination of both.

The first element is the logomark, which consists of an image or combination of shapes.

The second element is a wordmark, which is a text element, almost always the brand name.

A combination of both is called a combination mark.

Easy, right?

Within these core elements, one can design different types of logos.

Types of Logos

Monogram logo or lettermark logo: This kind of logo contains only the initials of the brand, sometimes put together into a stylized fashion to create a unique design.

You may have it in a more sober style like the brand HP, where the letters are clear and distinct, or very stylized, like LG or Sony’s Playstation brand. 

Wordmark logos: As you can probably tell from the name, these logos are made from a single or multiple words, most often the brand name itself.

Brands like Sony use a wordmark logo.

Pictorial logo: This is a simplified logomark which often is used as a minimalistic symbol to convey brand presence without being too in-your-face.

Think of Apple’s minimalistic design as a good example of a pictorial logo.

Combination Logo: As the name suggests, this kind of logo is a combination mark, meaning it has both symbols or shapes along with text content.

Brands like Burger King and Starbucks feature a combination logo.

If you decide to have a lettermark or a wordmark in your logo, you will want to think about the font that you will be using.

Which kind of logo should you choose?

There’s no easy answer here – but it all depends on how you want your brand to be perceived.

Has your research shown that your opportunities lies in creating a high-end, minimalistic brand?

Maybe a pictorial logo like Apple’s would suit it best.

But perhaps initial surveys have shown that a simple logomark doesn’t convey what your brand stands for well enough?

Then perhaps a combination logo would be more appropriate.

Looks too classic?

Let’s try a monogram logo then.

As with anything else, you will want to keep testing over and over again. Don’t settle for the first draft! Keep improving your logo with time – but avoid making large, regular changes else you risk losing too much consistency.

Fonts: Serifs vs Sans-Serifs

You have two main categories of fonts: Serifs and sans-serifs.

Serifs are small lines that are added to letters and are often used to make the font look more professional, authoritative and old-fashioned, which means that they work well for brands that want to convey these feelings.

The classic font Times New Roman, which was a classic default on Microsoft Word until the more recent version, is an example of a serif font.

On the other side, you have sans-serif fonts, or without serifs.

These fonts look cleaner and modern, and are most used by brands that want to show that they are in-the-times and progressive.

Most websites and apps nowadays use sans-serif fonts for this reason. Popular sans-serif fonts include Helvetica, Calibri and Futura.

Whether you should choose a serifs or sans-serifs font depends on your brand personality – if you want it to feel more old-fashioned or professional, serifs is often a preferred choice, whereas sans-serifs would be more fitting for a modern or casual brand.

Next up: Your tagline.

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