Many clients arrive with the same idea: a logo that "shows the trade". It's a natural, reassuring reflex, but it is neither a rule nor always the best option. Here are the three possible approaches, and how to choose.
The three possible approaches
- The literal approach: you draw the activity (a tool for a tradesperson, a fork for a restaurant). It is understood immediately, but brings the logo closer to every other logo in the sector.
- The suggestive approach: a shape or idea that evokes the activity without illustrating it. It is often the best compromise between clarity and originality.
- The abstract or typographic approach: a geometric shape, a letter or the name alone. Very distinctive, but it takes a little time to be linked to the business.
When showing the activity helps
- When the business name doesn't say what you do.
- When understanding must be immediate, such as on a shop sign or vehicle seen for a few seconds.
- When the business is little known and has no other way yet of explaining what it does.
When it's a trap
- The shared cliché. The chef's hat for a restaurant, the spanner for a tradesperson: all the competitors do the same, and the logo drowns. See a tradesperson doesn't need a logo that says "tradesperson" (in French).
- Being boxed in. A logo that illustrates one precise activity gets in the way the day you widen your offer.
- Resemblance. The more literal the symbol, the more likely it is to look like another. See how to check a logo doesn't already exist.
How to decide
- Write down what your name already says. If it describes the activity, the logo doesn't need to repeat it.
- List the symbols your competitors use so you know which to avoid.
- Test the logo with the name beside it: is the activity understood? If not, a short descriptor may be enough.
- Plan for change: will the activity be the same in five years?
If you're hesitating between a symbol and a plain name, also read should a logo have a symbol or just text.
Frequently asked questions about the link between logo and activity
Can you have a purely typographic logo?
Yes. A wordmark (the name drawn with care) is a common, lasting choice, especially when the name is short and distinctive.
Does an abstract logo work for a small business?
Yes, as long as you pair it with a clear signature (name, short descriptor of the activity) until your reputation is established.
More questions about logo design
What Is a Logo and What Is It Really For in a Business?
A logo is the graphic sign that identifies a business: it helps people recognise it, tells it apart and reassures. Read the article →
Is a Logo Required to Start a Business?
No law requires a logo to start a business: it is useful to reassure and identify, but not compulsory. Read the article →
When Should You Create Your Logo: Before or After Launching Your Business?
Create your logo once the business and name are defined, and before your first public materials (sign, website, quotes). Read the article →
Should a Logo Have a Symbol, or Just Text?
Both work: a wordmark is the safest choice to start with; a symbol becomes useful for small formats. Read the article →
What Are the Key Elements of a Professional, Memorable Logo?
A good logo combines five qualities: simple, memorable, timeless, versatile and relevant to the business. Read the article →
What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →
How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →
See all questions about logo design →
My take as a designer
Many clients' starting reflex is to want a symbol that "shows the trade". It's reassuring, but it is also the shortest route to a logo that ten competitors could have signed. I look instead for the right idea, one that evokes the activity without illustrating it.
A good logo doesn't explain what you do: it makes you recognisable while you do it.
To sum up
A logo doesn't have to represent the activity: it must make the business recognisable and consistent with its positioning.
The literal approach is understood fast but becomes generic; the suggestive or abstract approach stands out more, at the cost of a learning time.
Look at what your name already says and what your competitors do before choosing.
