Webflow logo explained (+ Webflow branding process)

A logo that stands the test of time must reflect the designer’s craftsmanship, hard work, and passion. It must also reflect the business essence and branding message.

I sometimes even design logos in my dreams - said Allan Peters.

If you enjoy digging for old logos, typography, and symbols or—want to become or you already are a logo designer, but want to improve your skills—this comprehensive guide is intended for you.

Here, you’ll learn how to craft a logo design and implement it in Webflow. This resource will also guide you through the core principles behind Webflow branding.

Regardless, we’ll answer to crucial Webflow logo questions that you may need urgent answers to.

Highlights

• Logos range from lettermarks, wordmarks, pictorial logo marks, abstract logos, and animation mascots to combination marks and emblems.
• Bad stretched typography, outdated type choice, and hand-drawn and inconsistent logo are design pitfalls you must avoid.
• Before implementing logo into Webflow, you need to know how to create a memorable logo in a pure and symbolic manner (and yes—you can animate your logo in Webflow).

Webflow Logo Explained

The term 'Webflow logo' doesn't refer to a logo made in Webflow; rather, it refers to a logo crafted by a designer in another platform (e.g., Figma) and integrated into the Webflow development platform. Or it simply refers to the official Webflow logo.

You might wonder: Is it possible to make an animated brand logo for the navbar in Webflow? Or simply how to add a logo in Webflow?

That's something we'll discuss further down the line.

Webflow Logo Essential Questions

We receive a variety of questions about the Webflow logo, some more unusual than others.

However, we'll be concentrating solely on those that are logical and relevant.

Let’s dive in.

What’s the difference between PNG and SVG in Webflow?

In the context of Webflow, it's important to consider the file format for your logo.

Perhaps the most fundamental difference between PNG and SVG is that one is a raster file type and the other is vector.

While Webflow PNGs  (Portable Network Graphics) can handle high resolutions, they have limitations on scalability.

Conversely, Webflow SVG files—being vector-based—are constructed using intricate mathematical formulas, enabling them to scale infinitely without losing resolution.

PNG files consume significant memory due to their quality. On the other hand, SVG files offer high quality without the memory overhead.

How do I add a logo to Webflow?

To upload your custom logo to the Webflow Editor, navigate to Site settings > Site access tab > Branding, then click on 'Upload logo'.

After adding and customizing your Webflow logo, preview your Webflow website to ensure everything looks as expected. If satisfied, publish your website to see the changes live.

That's it! Your logo should now be added to your Webflow website.

You can revert to the default Webflow logo anytime by accessing Site settings > Site access tab > Branding and selecting 'Reset logo.' Alternatively, you can update your custom logo by choosing 'Replace logo'.

Is it possible to make an animated brand logo for the navbar in Webflow?

Yes, it’s possible to animate logo in Webflow.

Depending on your needs and the complexity of your logo, you can animate it using simple techniques/tools like Webflow animations, CSS, JavaScript, or GSAP.

So, here is an example of animated logo in code:

First, we assign a class to the logo for selection. Then, we create a CSS animation and apply it to the logo's class.

The CSS can be added either in the HTML embed code editor on the page or in Site Settings > Custom Code.

If you're not comfortable with CSS, you can achieve the same animation using Webflow's built-in animation features.
Stefan Vaskovic, Webflow developer at Nube

And here's a step-by-step guide on how to animate a logo using Webflow's basic animation features:

1. On the right panel select the 'Interactions' tab

1. Select 'Page trigger' to determine when the animation occurs.

In our example, we’ve set it to happen on page load.

1. Decide if the animation triggers when the page starts or finishes loading.

Then click on 'Start an animation’.

1. Select the element you want to animate.

Next, add the desired animation under 'actions+'.

In our case, we adjust the logo's visibility from 100% to 40% along the video path to achieve the desired effect. We set a duration of 1 second to moderate the animation speed.

Then, click 'Done'.

1. The final step is to tick the 'Loop' checkbox.

This will enable the animation to repeat.

Now that you're acquired the basic principles of logo design and implementation in Webflow, it’s time to explore the realm of logo types.

So, you can advance your design skills.

Get Familiar With a Type of Logo

Logos range from unique badges, bold brand marks, and animation mascots to custom typography and icons.

They can be image-based or text-based.

Before designing a logo, it’s important to get familiar types of logos:

Lettermark Logo

A lettermark (monogram) logo is a typography-based logo with a focus on a brand initials.

Here is an example of monogram logos:

Wordmark Logo

A Wordmark logo is a font-based logo focusing solely on the brand’s initials.

Here is an example of wordmark logos:

Note: The left example is sourced from Are.na, while the right one is our logo.

Pictorial Mark Logo

A pictorial mark (logo symbol or brand mark) is an iconic logo emphasizing the “emblematic” or “recognizable” side of a brand.

Abstract Logo

An abstract mark is an abstract geometric form of a pictorial logo rather than a recognizable image.

Mascot Logos

A mascot logo involves an illustrated character (colorful, even cartoonish) that conveys a specific message and ultimately becomes a recognizable symbol of a brand.

Combination Mark

A combination mark is exactly how it sounds - it combines a letter and a pictorial mark. It can also combine abstract marks or mascots.

Emblem

An emblem logo is a blend of a font inside an icon or symbol, and it often has a sense of a traditional look.

Before implementing logo into Webflow, you need to know how to create a simple and memorable logo.

Now let’s take a look at the best logo design practices.

Webflow Logo Design Best Practices

A logo serves as a simple, innovative solution that enhances both initial design and redesign efforts, ultimately boosting product or service impact.

There are also AI-powered or manual logo makers that refer to software applications for making digital logos. This option is good for people who don’t have the budget to create custom logos.

However, as you create a logo using logo makers, it’s possible that your product or service will be destined to fail.

Companies with ample budgets often engage designers early on to ensure the market success of their planned product or service.

A logo should not need to be revised every ten years simply because it goes out of style.
‍Allan Peters

To create a memorable logo, here is what to avoid:

• Bad stretched typography or outdated type choice
• Hand-drawn and inconsistent logo design
• Overly complex or too many colors
• Overly thin lines or tight negative space

Here is what works:

• Colors that serve purpose
• A mark that is infused with a story
• Balanced level of simplicity
• The shape that is iconic and impactful

Morever, before embarking on a journey of logo creation, ask yourself:

• What are the target audience and buyer personas I want to create a logo for?
• What type of logo do I want to create?

Once you've clarified these questions, you're ready to dive into crafting your logo design.

Here is a quick overview of bad logo vs. good logo design:

Note: The one on the right was created for our client, Hosea.

A good logo tells a memorable story, while a bad one is obscure due to complexity or inconsistency.

Also, a good logo utilizes simple yet meaningful imagery or typography, making it easy to recognize and recall.

In contrast, a poor logo may suffer from cluttered design elements, failing to engage viewers and fading into obscurity.

So, here come all the steps to the branding process.

1. Create a List of Brand Nouns

This branding exercise helps define the brand voice from the start and develop the brand image that people will remember.

For example, let’s say you are designing a logo for a festival that happens in some fortress. You might want to express the word “fortress” or “fest”. You should begin by coming up with a list of nouns that express values and differentiation points of that specific festival.

Some of the subject matters that can come up are fortresses, lights, towns, musicians, etc. That’s what is called a brand noun process. This practice can help expand your ability to derive new, fresh ideas.

You can also use Collins Dictionary to find synyms associated with the brand. You may wish to incorporate a particular word that sounds attractive into your wordmark logo design.

2. Start With the Sketches

As you dive into the sketch phase, you’ll become more receptive to creativity.

Logo sketching is undeniably the most interesting yet demanding process.

But what do you do if you are stuck in the process?

As artists, our progress is often dogged by rough terrain or storms. A fog may obscure the distance we have covered or the progress we have made toward our goal.
‍Julia Cameron

Then, she continues:

While the occasional dazzling vista may grace us, it is really best to proceed a step at a time, focusing on the path beneath our feet as much as the heights still before us.

It’s really important for you to take multiple short breaks during the sketch process. The more times you take a break, the better chance you have of finding a good idea.

For example, you can use some of the methods, such as overlapping geometry.

In that case, make a pencil sketch of the and nouns and combine them to get the overlap in their grid structure.

Here is a combination of avocado and pen we created for our client:

Now let's explore the captivating concept of visual balance.

3. Create Visual Balance

This means that you must decide on a logo color scheme, typography, and logo shape. You should also be aware of what different colors symbolize.

The psychology behind color should align with brand values.

For example, the red color of passion and energy is rarely used for natural skincare products.

Since skincare products are made with clean, natural, and organic ingredients, their brand image should reflect green, turquoise or earthy colors, which reflect harmony, calmness and health.

Here is an example:

In terms of typography, it’s essential to make sure that the font should be a pleasure to read.

If, for example, you choose to create a combination mark logo, the font should harmonize with the pictorial mark to catch the eye.

And if your client can afford a custom font, even better! That's when the real fun begins.

Here is an example of a custom font we did for our client Dominion:

When considering logo shapes—be they geometric, organic, or abstract—it's crucial to discern which suits a particular brand best.

There is also a psychology of shapes, not just of colors. Square shapes, for example, refer to strength, professionalism, efficiency, and practicality.

On the other hand, circular shapes reflect unity, community, security, protection and femininity.

It’s time to bring your skills to the table.

Integrate the essence of the logo into as many brand elements as possible.

4. Revise, Repeat, Improve

The first round of client feedback is always essential. Designers must be prepared to embrace the revision process positively, as well as to ensure that they are guiding the client on a successful path.

Our message for clients: Let designers take the lead and trust them.‍

When a client requests to 'make the logo bigger,' it's often indicative of a deeper issue regarding brand alignment.

Simply enlarging the logo won't address this underlying concern; in fact, it may exacerbate it.

Clients are great at marketing, and creative directors/designers are great as being artists. We really should stay in our responsive roles so that we can solve problems that lead to the best outcomes for everyone. Allan Peters

It's crucial to recognize that the client's ultimate goal is the success of the project, and effective communication about brand strategy is key to achieving that.

Webflow Branding Process (4 Essential Steps)

Brand design is the comprehensive process of creating a unique visual identity for businesses— from brand logo, brand naming, brand positioning to brand voice and performance.

Impactful branding requires experience in building custom websites — since a website serves as the face of your brand and a solid foundation where you’ll express your values and attract potential customers.

Webflow experts can help you create a site from the ground up or migrate and improve an existing one.

However, it's important not to get confused. While the branding process stands as a distinct endeavor, Webflow serves as a responsive website builder that communicates the core values of a brand.

Here's what the branding process looks like, including the logo creation

1. Research

The research phase starts by investing time in learning about client’s goals. Based on the insights gathered of the branding project, a design brief aligns expectations and sets measurable goals.

2. Strategy

The brand strategy is based on the findings of the brand research to set the brand tone and brand positioning. This step involves strategically led creative ideas.

3. Creation

The creation phase is what translates brand values into narrative development and solutions such as brand logo design and brand identity design.

4. Delivery

The delivery stage is when your new brand identity is ready to hit the mark efficiently and take your business further.

Certain aspects of your digital brand will be launched on various forms and channels, from social media, and business cards to websites (e.g., made in Webflow).

• Brand guidelines (brand logo design, custom font, brand images etc.)

Brand guidelines dictate the overall feel of a logo, website, visual media, advertisement, and other brand materials.

Here is an overview of Dominion's logo branding phases:

• Web design

A website transcends mere visual appeal, embodying a complex fusion of design, functionality, user experience, accessibility, interactivity, content and even SEO, marketing tactics, and psychological techniques.

• Webflow development

Website development can be a labor-intensive and skill-intensive endeavor for a good reason.

But with Webflow and custom code integration, it’s icing on the cake.

Here is Dominion's branding identity integrated into the Webflow site.

Conclusion

After providing you with essential tips for designing a logo (based on logo types) and how to implement it in Webflow, you’re ready to stand out from the crowd.

If you are looking to build a brand and robust online presence through a Webflow site, check out these great Webflow websites and take the leap and build a strong brand with our fully managed Webflow support.