I've talked to you about not getting too personally attached to
your logo design process, and how strong of an impact a good
logo can have. I believe that in most cases a clean, simple,
unique logo is the way to go for longevity and success in
marketing your image. That being said, there are multiple other
types of logos that can, and have, helped many business reach
the next level of success. Choosing which style of logo would
best fit your company is an extremely important decision, and
one that you and your designer should decide.
I came across the following article when I was researching for
material to put into this column, and realized that everything I
was reading was exactly what I had hoped to put into this. So
without further adieu, I give you some excerpts from an article
written by Kelly Dailey that I think explain very well the
different types of logos you may want to use for your
organization:
Wordmark or Logotype Logos and Your Small Business
The most widely used of all logo types, the workmark focuses on
text and typeface but can incorporate other elements as well. A
wordmark may be best suited for companies whose name effectively
describes what they do (Office Max, Home Depot) without
graphical elements to convey that message, a literal
interpretation of the words is often necessary. (For example, we
know that Gilmore and Rey are accountants because the logo
literally tells us so.) A wordmark is often text only with
unique typographical treatments ( Microsoft, Sears, Yahoo,
Google ). Most often however, the company name is incorporated
together with simple graphic elements to create a clean, simple
identity. The representation of the word essentially becomes a
symbol of the companies’ name.
Here are some instances for choosing a Wordmark or Logotype;
- Communication funds are limited and should be focused on name
recognition.
- Your name is reasonably distinctive but not (yet) a household
word.
- You want to associate products or subsidiaries with the
parent company more clearly and directly than a symbol permits.
Lettermark Logo
Similar to a wordmark, a lettermark is a wholly typographic
mark, usually involving initials or abbreviations. Monograms and
anamgrams are lettermarks. The representation of the letter(s)
essentially become a symbol of the companies name.
Here are some instances for choosing a Lettermark;
- Your initials translate graphically better than your actual
name.
- You need to link subsidiaries to the patent and can't easily
use the name.
- You can afford to teach the public what the lettermark means.
Brandmark Symbol
- A simple but strong graphic symbol, often abstract, that
complements an aspect of a business or service and represents a
company by association. (NIKE or Apple Computers)
Here are some instances for choosing a symbol;
- You need an emblem on a product.
- Your name is too long, too generic, doesn't translate well
globally and/or has no personality.
- You need to link subsidiaries to the patent and can’t easily
use the name.
- You can't afford to teach the public what the symbol means.
Iconic Logotype
Iconic logotypes are also referred to as combination marks, An
iconic logotype generally combines a brandmark symbol with the
wordmark. The combination can be loose or integrated with a
loose combination, the elements can be used together or
separately. A well designed iconic logotype can effectively
communicate what a company does as well as reflect what the
companies personality is.
- Here are some instances for choosing an Iconic Logotype;
- You are a startup enterprise or small business with limited
funds.
- Your name is reasonably distinctive but not (yet) a household
word.
- You need an emblem on a product, but want more than just a
symbol.
Since Iconic Logotypes communicate more readily than other
logotypes, less marketing is required for the logo to be
effective. Therefore, iconic logotypes are the most cost
effective type of logo design available and are ideal for
startups or small businesses with limited marketing budgets.”
I would like to add one more category that Kelly didn't
address.
Illustrative Logos
Illustrative logos usually include a graphically represented
scene or image. Since these type of logos are derived from an
actual image or scene, and the intent is to portray that in a
graphical manner, this type of logo is more involved to produce,
and likewise more costly to create, and later more costly to
reproduce and market. This seems to be the type of logo that
most startup businesses think they want. The problem is, this is
the last one they should choose. The logo may have the most
color, and imagery, but it is definitely not the most
recognizable or memorable.
Remember, an effective large or small business or home business
logo should portray to the viewer, who you are, and what you do,
in less than 5 seconds. ( The average time a viewer will
actually look at it.) If it is used wisely, a successful logo
will be able to do just that.
your logo design process, and how strong of an impact a good
logo can have. I believe that in most cases a clean, simple,
unique logo is the way to go for longevity and success in
marketing your image. That being said, there are multiple other
types of logos that can, and have, helped many business reach
the next level of success. Choosing which style of logo would
best fit your company is an extremely important decision, and
one that you and your designer should decide.
I came across the following article when I was researching for
material to put into this column, and realized that everything I
was reading was exactly what I had hoped to put into this. So
without further adieu, I give you some excerpts from an article
written by Kelly Dailey that I think explain very well the
different types of logos you may want to use for your
organization:
Wordmark or Logotype Logos and Your Small Business
The most widely used of all logo types, the workmark focuses on
text and typeface but can incorporate other elements as well. A
wordmark may be best suited for companies whose name effectively
describes what they do (Office Max, Home Depot) without
graphical elements to convey that message, a literal
interpretation of the words is often necessary. (For example, we
know that Gilmore and Rey are accountants because the logo
literally tells us so.) A wordmark is often text only with
unique typographical treatments ( Microsoft, Sears, Yahoo,
Google ). Most often however, the company name is incorporated
together with simple graphic elements to create a clean, simple
identity. The representation of the word essentially becomes a
symbol of the companies’ name.
Here are some instances for choosing a Wordmark or Logotype;
- Communication funds are limited and should be focused on name
recognition.
- Your name is reasonably distinctive but not (yet) a household
word.
- You want to associate products or subsidiaries with the
parent company more clearly and directly than a symbol permits.
Lettermark Logo
Similar to a wordmark, a lettermark is a wholly typographic
mark, usually involving initials or abbreviations. Monograms and
anamgrams are lettermarks. The representation of the letter(s)
essentially become a symbol of the companies name.
Here are some instances for choosing a Lettermark;
- Your initials translate graphically better than your actual
name.
- You need to link subsidiaries to the patent and can't easily
use the name.
- You can afford to teach the public what the lettermark means.
Brandmark Symbol
- A simple but strong graphic symbol, often abstract, that
complements an aspect of a business or service and represents a
company by association. (NIKE or Apple Computers)
Here are some instances for choosing a symbol;
- You need an emblem on a product.
- Your name is too long, too generic, doesn't translate well
globally and/or has no personality.
- You need to link subsidiaries to the patent and can’t easily
use the name.
- You can't afford to teach the public what the symbol means.
Iconic Logotype
Iconic logotypes are also referred to as combination marks, An
iconic logotype generally combines a brandmark symbol with the
wordmark. The combination can be loose or integrated with a
loose combination, the elements can be used together or
separately. A well designed iconic logotype can effectively
communicate what a company does as well as reflect what the
companies personality is.
- Here are some instances for choosing an Iconic Logotype;
- You are a startup enterprise or small business with limited
funds.
- Your name is reasonably distinctive but not (yet) a household
word.
- You need an emblem on a product, but want more than just a
symbol.
Since Iconic Logotypes communicate more readily than other
logotypes, less marketing is required for the logo to be
effective. Therefore, iconic logotypes are the most cost
effective type of logo design available and are ideal for
startups or small businesses with limited marketing budgets.”
I would like to add one more category that Kelly didn't
address.
Illustrative Logos
Illustrative logos usually include a graphically represented
scene or image. Since these type of logos are derived from an
actual image or scene, and the intent is to portray that in a
graphical manner, this type of logo is more involved to produce,
and likewise more costly to create, and later more costly to
reproduce and market. This seems to be the type of logo that
most startup businesses think they want. The problem is, this is
the last one they should choose. The logo may have the most
color, and imagery, but it is definitely not the most
recognizable or memorable.
Remember, an effective large or small business or home business
logo should portray to the viewer, who you are, and what you do,
in less than 5 seconds. ( The average time a viewer will
actually look at it.) If it is used wisely, a successful logo
will be able to do just that.
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