Quick aside before we begin: Sometimes, I might say “trademark” or “brand mark.” These words mean the exact same thing as “logo”-it just gets kind of repetitive using the same word all the time.Ī wordmark logo is entirely made out of, yeah, you guessed it: words. For our purposes, we are going to focus on four major types of logo designs: wordmarks, lettermarks, symbols, and combination marks. Where does your logo fit in? Where would you like it to be?Īs you begin the journey toward the perfect logo for your business, take stock of the types of logos out there and get a feel for how each communicates and which ones resonate most with your brand. Even subtle factors can affect the way a logo is perceived, which is why you should leave the job of designing a logo in the hands of a competent designer.īecause, let’s be honest, you don’t want to represent your brand with a poorly-conceived, badly-executed logo. The design decisions that go into your logo are seemingly infinite: color palette, typeface, shapes, layout… it can be a bit overwhelming. Your logo is going to do some of the heavy lifting when it comes to building brand recognition, so it needs to represent you effectively. You’re ready to proceed from the brand strategy phase to designing your brand’s visual identity, complete with a logo you can be proud of.īut have you taken the time to consider what type of logo will work best for your company? You’ve established an authentic tone and your core values are clearly defined. You know who you are, how you want to be perceived and you have a crystal-clear picture of who your target audience is. 04.So, let’s say that you’ve laid all the groundwork for your brand: The success of a brandmark, however, does rely on audiences knowing what the symbol means, so it’s a tricky thing to pull off for all but the best-known brands. Using only a symbol to explain your brand also has obvious advantages when it comes to serving a global market, as it can (in theory) be instantly understood everywhere in the world. This principle can be seen, for example, in social media, where a symbol like the Twitter bird, the Snapchat ghost or the Instagram camera icon encourages people to share content they’ve encountered on a website almost unthinkingly. Famous examples include the Apple silhouette, the Target bullseye, the Nike ‘Swoosh’, the Red Cross symbol and the WWF panda.Ī brandmark can be a great way for audiences to form a psychological connection to your brand, as the brain responds on a deeper, more instinctive level to an image than written text, which needs to be interpreted. This version of the Twitter bird, originally created by Simon Oxley, was created by Doug Bowman in 2012Īlso known as a pictorial mark, a brandmark contains no text but is an image, icon or symbol that represents the company or brand. That’s less of an issue when it comes to designing a. The challenge with both lettermarks and wordmarks, however, is to make them distinctive enough visually that they become instantly recognisable. Shortening a long company name to initials will also make it easier for your audience to remember your logo and name, especially in global markets. This is an especially important consideration when it will need to shrink down to tiny sizes on mobile devices, for example. Famous examples include the logos for Cable News Network (CNN), Home Box Office (HBO), the National Aeronautics and Space Administration (NASA), Procter & Gamble (P&G), and Electronic Arts (EA).Īs these examples suggest, a lettermark is a good choice for a company whose name is difficult to pronounce, or too long to work as a logo in most media. The CNN logo was designed by the late Anthony Guy Bost in 1980Īlso known as a monogram logo, a lettermark logo is again made of text, but based on the initials of the company or brand, rather than its full name.
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