Logos generally fall into categories: wordmarks spell out the full name (Google, Coca-Cola), lettermarks use initials (IBM, HBO), icon/symbol marks use a standalone graphic (Nike's swoosh), and combination marks pair a symbol with text -- most new businesses should start with a wordmark or combination mark because a standalone icon takes years of brand recognition to work alone. A strong logo must remain legible at two extremes: scaled down to a tiny favicon or app icon, and reproduced in a single flat color (for stamps, embroidery, or low-cost printing), so designers test every logo in grayscale and at 32x32 pixels before finalizing it. A basic brand style guide documents the logo variations, exact color codes (HEX and CMYK), approved fonts, and spacing rules, so that anyone using the brand -- not just the original designer -- applies it consistently. For African entrepreneurs, a clear, low-cost brand identity package (logo plus 2-3 brand assets) is one of the most in-demand freelance design services, since most small businesses cannot afford full branding agencies.