The brand logo: What is a logo & Where it comes from

made agency sydney

As we begin a new blog series on all things design, we pay homage to the logo in our first post. Reviewing the foundation of all that is connected to brands and brand identity, the logo represents all that an organisation or a business stands for, and also what it creates and how it serves its audience.

This post will cover the basics. What a logo is, where they come from, who makes them and what they mean.

In the next few posts, we cover the process of designing a logo, and the steps we at Made Agency, follow while creating one for your company. In addition to this, we will also share why logo’s are so essential for a thriving business – especially for one in this digital age.

WWF - Made Agency Logo Design 3M

What is a logo?

Mostly, when asked about what a logo is, people imagine them to be symbols that contain some kind of abstract or pictorial element. For example, Nike’s ‘swoosh’ or WWF’s panda. As you may know, a logo may also contain letters, words numerals and punctuation marks. In fact, a logotype – is just that – the word that we get from the logo.

Logos are also part of what companies commonly refer to as ‘brand identities’. It is usually part of something bigger – an identity package. This can include a new name and a slogan/endline/tagline, the development of a corporate visual system, and a verbal ‘tone of voice’.

In the midst of all this, the logo remains the focal point of any identity system.

The creation of a logo is the largely considered the archetypal graphic designer’s art. It compresses meaning into a few noteworthy marks, it is the distillation of the big and complex into something that is simple and unique. As a communicator in the digital age, it will be hard to find another way to make your mark on the world, with your work.

Where do logos come from?

Logos seem to be as old as the dawn of evolution itself. With branding used to define ownership in the marking of cattle, in Ancient Egypt, and was also used by Greek and Roman craftsmen, which allowed goods to be traded anywhere in the world, and which continues in todays’ modern world, in the form of trademarks.

The packaging of early mass-produced goods in the 19th century was branded with company insignia to aid their distribution from centralized factories and also to differentiate them from locally produced competitor products.

A logo is useful both as an identifier and as a point of difference. Symbols are understood by people of different languages and cultures. As companies grew and diversified across industrial, commercial and national boundaries, the scope of identity programmes also expanded.

If you’re interested in creating a new identity or brand for your company, please contact us at

Advanced Residential

Flyer Design Sydney Melbourne

Advanced Residential

Client: Advanced Residential
Services: Branding, Graphic Design, Art Direction

Advanced Residential are a real estate agency who consider clients to be their most valuable asset. They specialise in creating personalised service which is of the highest standard. With this in mind Made Agency created an identity, symbol and other branding items which is designed to celebrate attention and dedication to success. The purple colour way was chosen to reflect the company’s standing as an elite brand who deliver exceptional service with superior results.

Advanced Residential

Clifford Chance

Branding Services

Clifford Chance

Client: Clifford Chance
Services: Branding, Print, Digital

A continuing client of ours, Clifford Chance, is one of the leading law firms in the world. This global giant hosts 35 offices in 25 countries, priding it self on combining the highest global standards with local expertise. Many of the world’s leading organisations look to Clifford Chance not just for legal expertise but also for advice on business critical issues and marketing opportunities.
Made has designed Clifford Chance’s identity and stationery, and produces all of their social, special direct mail campaigns and events. The simple design reflects the company’s ease and professionalism in dealing with difficult law matters. The branding collateral uses a minimal colour palette to suitably reflect the high-end nature of the industry.

Clifford Chance


Branding Services Sydney


Client: Vertua

Services: Branding, Graphic Design, Identity
Print, Digital

Vertua Limited (“Vertua”) is a residential property development company, based in Sydney, Australia. The business has operated continuously since 2004 undertaking residential development in both New South Wales and Queensland.

Our team at Made, created a sleek and contemporary website, and did a full brand identity for the company.