A logo is to a brand what is face is to a name, you can not say you really know a person just by knowing their name unless you have seen their face and had interactions with them, the same can be said for a brand, You can check out our post on top 5 reasons why you need a logo.
It is a common sight to see logos being used to represent everything from a walk in the park to the biggest tech firm in the world, a logo is how you get your audience to associate with you and to identify with you, it’s safe to say people trust a business with a logo, because dealing without a logo is like doing business with a faceless man.
So if you are considering or putting to thought how you should go about your logo design, we have a post dedicated to that, here.
In this post, I’ll be running through 7 different types of logos we have and then leave you to decide which will be the best fit for your business, your client or your project.
- Letter Mark: Some designers call this the monogram and it’s easily the easiest logotype yet, it’s usually used by companies with very long names that will probably not be easy to call out in one breath, like the international business machine, that’s quite a mouthful, try saying that in one breath. Lettermarks are mostly abbreviations of company names, with basic designs that solely rely on font type and colors. Examples of such are CNN, IBM, HP, KFC etc. If you dealing with a long name, a lettermark might be the best option for you.
- Wordmark: You can also call this word mark and it bears a lot of resemblance with Lettermark logo, with the only difference being a complete word like the name points out. Wordmark logos are used for common household brands and it only fits for brand names that are not more than 3-4 syllables, because pronouncing it might proof a lot more difficult than designing it, and a letter mark might be a better option. A wordmark logo also relies on the font and distinct colors to express the brand’s identity. Example of Brands with logos like this are Google, Disney, Sony, and Microsoft.
- Pictorial Marks (Logo Symbols): they are usually graphics based icons that represents an object that can easily be used to relate with the brand, this image comes to mind when you see the company name or anything related to it and it goes the other way also, the company or product comes to mind when you see the image. An example of this is the twitter bird Pictorial or symbol mark and the famous Nike tick, these pictorial marks have become registered with the brand and have in turn developed a brand loyalty with its consumers. More examples; Apple, Windows, Xbox.
- Abstract Logo Marks: These are geometric shapes put together creatively to express the emotion of your brand. Abstract logo marks well put together can go on their own without the company name, since it has a unique impression of your brand. Example of this is the Adidas stripes, the MasterCard circles.
- Mascots: If you want your face as your logo, then the mascot logo is for you. They are not so common but makes a logo unique because they cannot be replicated. The main point of such logos is to attract and draw attention especially for family brands, they create an impression that is well formed in the emotional expressions of the mascot transcending their brand. Example of this is KFC’s Colonel.
- Combination Mark: Quick question, What is better than one logo? Here’s one for you, A combination mark, this has several logotypes embedded in one, so you can have your wordmark and a mascot right at the side, the advantage of this logotype is that your wordmark and other logo elements are registered with the brand which makes it easier to identify. Top brands like burger king and Lacoste use this.
- The Emblem: what do you get when you fit a wordmark around an icon or a symbol? An emblem, commonly used by sports brands and schools, organizations and government agencies due to its conventional look, they are usually in form of badges and seals, and anyone who has passed through the four walls of a school can relate to this. If you must pull this off as a logo, you must be careful to avoid filling it up with many details, those tend to get lost when printing on small mediums like business cards or on clothes. But a simple design that captures the brand essence can still pull of the brand identity that a new business can wear proudly. Example of emblems can be seen with Starbucks, Harvard and even the Nigerian Coat of Arm.
Now you know the types of logos, and you can interpret your client’s brief to find a matching logo. But that’s just the beginning, there’s a lot more to designing a logo. You can follow our post on how to design a logo, or sign up for a training on graphics design and you will be a pro in one month, click here to sign up.
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