Live demo · Branding

Logo concept maker

A logo works when it starts from a brief, not from a font. This demo follows a designer's process: a short brief, three different kinds of mark tested all the way down to a 16 px browser tab, then a starter kit with lockups, colours and files. The sample is a fictional travel agency.

Small businesses & startupsCoaches & creatorsAgencies pitching new clients

Sample data. Your changes stay in this browser and are never uploaded.

How it works

1.Write the brief
Enter the business name, what it does, up to three words for how it should feel, and a colour.
2.Compare three directions
A lettermark, a symbol and a wordmark, each shown down to 16 px. Show other ideas for new variations.
3.Build the kit
Pick one to see its lockups, colours and mockups, then download SVG and PNG files.

The brief

Business name

Tagline (optional)

What the business does

Kept out on purpose, because every travel & tours logo uses them: planes, globes, suitcases, palm trees.

How it should feel

3/3 picked. Remove one to pick another.

Brand colour

Typeface

Three directions

Different kinds of mark, so you compare real choices. Pick the one to build.

64px
32px
16px
Lettermark
Cut-out L
The L of Lumen Bay Travel, cut out of a circle.
- One bold shape stays clear as an app icon or profile picture, even at 16 px.
- Rounded edges carry the friendly and trusted feel.
Watch out: A letter alone means little until people know the name, so show it with the name at first.
64px
32px
16px
Symbol
The route
One arc that lands on a dot: the trip, planned to the last stop.
- Says something about travel & tours without the usual planes or globes.
- Built from simple geometry, so it works in one colour and on dark backgrounds.
Watch out: An abstract symbol takes time to become known, so use it with the name until it is familiar.
64px
32px
16px
Wordmark
Lumen Bay Travel.
The name itself is the logo, set in Outfit Bold with a full stop in colour.
- People learn the name straight away, which matters most for a new business.
- One small detail in colour makes the type yours, not just a font.
Watch out: Long names get small on phones, so use the L mark for icons and profile pictures.

Starter kit: The route

One arc that lands on a dot: the trip, planned to the last stop.

Lockups

Horizontal, the main logo

Stacked, for square spaces

Tests

Browser tab at 16 px, enlarged

In use

Colours

Brand
#0F766E
On white
#0F766E
On dark
#0F766E
Ink
#14161A

Contrast checks

Logo graphics need at least 3:1 to be seen clearly.

Colour on white5.5:1
Colour on dark3.3:1
Name on white18.1:1

These are starting concepts to talk through with a client, not final artwork. Before printing or registering a logo, refine it by hand and run a trademark search. The letters are drawn from open-licence fonts (Manrope, Outfit, Young Serif and Bebas Neue), so the files are free to use.