A logo is more than just a picture — it’s a graphic representation of your story. It connects your food business to consumers through color, style, and font choice. This guide covers types of logos, best practices for design, the psychology of color, and how shapes influence branding.
When creating a logo for your food or beverage brand, you’ll likely choose from one of these four main types:
Font-Based / Wordmark
Uses stylized typeface treatments of your business name. Best for unique names or early-stage companies that need clear, memorable branding (e.g., Google, Fender).
Service Product / Iconic Illustration
Visual representations of your offerings or personality. Works well for brands influential enough to be recognized by symbol alone.
Abstract Graphic Symbol
Imagery that complements your brand’s personality. Best for larger brands that have the resources to build symbol recognition (e.g., Nike swoosh).
Combination Marks
Pairs a symbol with a typeface. The most popular and effective option, spelling out your company’s name alongside a visual identity.
Be Unique & Active – Use abstract shapes, twists, or tapered lines that stand out and create movement.
Balance Simplicity with Difference – Keep designs clean. Overly detailed logos look muddy when scaled down.
Brand Personality – Your logo should consistently reflect your brand values and tone. Mixed signals erode trust.
Composition & Negative Space – Use spacing carefully to create symmetry. Smart use of negative space can highlight key elements.
Legibility – Avoid extreme gradients that disappear or bleed when printed.
Small Color Palette – Stick to a few colors. This reduces printing costs and keeps designs crisp.
Add Colors Last – Start with black-and-white, then test color variations on light and dark backgrounds.
Choosing Colors – Align colors with brand personality. Consumer perception varies, but consistency matters most.
Colors influence consumer perception and behavior. Here are common associations:
Red – Passion, energy, appetite stimulation (Coca-Cola, Netflix)
Orange – Youthful, fun, approachable (Fanta, Nickelodeon)
Yellow – Friendly, warm, appetite stimulation (McDonald’s, Best Buy)
Green – Freshness, growth, ethics (Starbucks, Whole Foods)
Blue – Trust, professionalism, security (Intel, Twitter)
Purple – Royalty, luxury, wisdom (Cadbury, Yahoo!)
Black – Sophistication, power, elegance (Chanel, Nike)
Brown – Outdoors, masculinity, rustic (UPS, M&Ms)
Pink – Fun, playful, nurturing (Barbie, Cosmopolitan)
Shapes, like colors, create subtle but important impressions:
Curves – Comfort, reassurance, movement
Vertical Lines – Stability, strength, balance
Horizontal Lines – Calm, community, composure
Diagonal Lines – Speed, energy, dynamism
Circles – Partnership, unity, endurance
Squares/Rectangles – Reliability, structure
Triangles – Alertness, strength, caution
Start with a clear brand personality before designing.
Choose a logo type that fits your stage and goals.
Use simplicity, consistency, and smart color/shape psychology to make your design memorable.
Remember: logos evolve. Your first design isn’t final — it’s the start of an iterative process.