Humans are visual beings. They have a phenomenal memory for pictures and patterns. It is for this reason that companies will pay a lot of money for a well-designed yet simple logo that will be identified instantly and recalled for a long time.
But, after all, creating this basic logo isn’t so easy. Before selecting which logo form best matches the brand, the designer must first grasp the intended brand image and brand messaging.
Here’s 5 different types of logos you can consider using for your brand.
Wordmarks are the creative pillars of logo typography. A wordmark is a solitary word (or words) that should be clear to understand and have a highly unique typeface, whether it is your company’s official title or a more easily identifiable abbreviation.
A wordmark is perhaps the most basic form of brand representation in this respect. It does not need to rely on symbols, but rather on perfecting the symmetry and balance of the letters.
When it comes to appearance, a logotype is quite similar to a wordmark. The only thing that distinguishes it is the symbolism inside the text style.
Take, for example, the FedEx logo. When you first glance at the logo, you could think of it as a wordmark. A closer examination reveals a concealed arrow in the white area between E and X, which is supposed to be a subconscious sign for accuracy and speed.
3. Conceptual Marks
Conceptual marks use images to convey the underlying values of the companies they promote. Conceptual markings should be simple yet meaningful, making use of shade and negative space, whether they contain a clearly identifiable visual or a more conceptual and enigmatic shape.
When it comes to conceptual marks, as is frequently the case with branding, the clearer the style, the more difficult it is to accomplish. Conceptual marks are very useful for multi-divisional, customer-oriented, and technical businesses since they are ambiguous by nature.
A lettermark is a graphical depiction of a trademark that uses the initials or acronym of the brand. This abbreviation is commonly used to refer to a brand or organization. We’ve all heard of International Business Machines and the National Aeronautics and Space Administration, but those titles are a headache to say out, so they’re commonly referred to as IBM and NASA. Examples include the logos of GE, Chanel, and Volkswagen.
Lettermarks with more than four letters are uncommon because the goal is to keep things simple. This sort of emblem is also far more frequent for well-established businesses, whose acronyms may have entered the vocabulary. The ease of use also enables reliable reproduction over a broad range of media.
An emblem is a logo that employs text and/or images in a specific shape, such as a shield or another geometric form. What distinguishes them the most is that the typography and the symbol/shape are linked, and the product or brand name is typically given in its whole. Logos such as Porsche, Starbucks, and Harley Davidson are excellent examples.
These logos are often used in the car industry, schools and universities, and sporting organizations and attempt to express quality or workmanship.