Logo Mathematics

When I first start working on a new logo assignment, a design method I turn to is what I like to call Logo Mathematics. (Many designers use this method. I just gave it a silly name.) Logo Mathematics is when imagery that represents the company’s business, service or product is combined with the initials or name of the company. By doing this, a logo can be created that not only communicates the type of service provided but is also unique to that company. This process doesn’t work for every logo design but, when the right elements are in the equation, it can add up to a clever and memorable visual identity.

Here are a few examples.

Ahern Seed Company

Expresscare Health Clinics are located inside Vons/Albertsons stores in the communities of North San Diego, California.

JT Fitness is a personal fitness trainer/instructor.

Nine-Ten is the name (and street address) of a restaurant in La Jolla, California. The numerals 910 can be found in the swirls of steam rising from the shallow bowl. I like that, in this case, the numbers are not as obvious. It’s a pleasant surprise for the viewer to discover it on the second or third look.