A logo can be described as the face of a company. Beyond being just an image, it is a concise point of reference for clients and an essential foundation for your company’s branding. A well-designed logo is an efficient way to convey to potential customers regarding your brand’s core vision and serve as a great mark in the business that determines people’s perception on your company’s level of professionalism, trustworthiness, and quality of service. The article aims to explore the different types of logos you can use and which one would best enhance your brand.
Type #1: Wordmarks
The wordmark is a type of logo that is simple, straightforward, and strong. It allows for the creativity of expression within a set of parameters involving the letters of your company’s name. This design makes up 37% of the top 100 brands in the world, including FedEx, Disney, Coca-Cola, eBay, and many more. Though it is the purest form of branding, it is one of the most powerful when done right. In that regard, another way to approach a wordmark is to impart a connotation to your business name through the use of subtle symbolism. Take FedEx, for example, whose typeface includes an arrow in the whitespace between the final two letters. This approach reiterates your brand name in every logo application, making it an excellent choice for those seeking to represent a company’s brand values through a static, no-fuss logo.
Type #2: Letterform Marks
Lettermarks are like the more straightforward, minimalistic cousin of wordmarks. It is a hybrid between symbols and typography, one that represents a company through a cleverly designed use of their initials. This is ideal for businesses whose name is too long, hard to pronounce, or not as distinct, making it a powerful tool to boost a company’s brand name. The design consists of adding a distinctive element to the letterforms, arranging them in a way that makes the branding unique and easily recognizable. Take, for example, the “M” in McDonald’s, or the distinctive, curved “P” of Pinterest, and even the opposite-facing, interlocking “C’s” of Coco Chanel.
Type #3: Conceptual Marks
Also known as brandmark, this is arguably one of the least popular types of logos; however, one of the most impactful if executed correctly. The lack of words means that the brand would have to be easily recognizable without depending on the name as they only use symbols to embody their brand. Think of the iconic imagery of Apple, or the unforgettable checkmark of Nike, the universal symbol for Superman, or even the widely popular blue bird of Twitter. Each of these logos is emblematic, and each brand is globally established, making the mark alone instantly recognizable. As such, this is not recommended for companies that are just starting.
Type #4: Emblematic Marks
An emblematic mark is comprised of several different components. This design includes the company name within the compact design and often looks like a badge or seal. One of the more successful companies that use this type is Wendy’s, Paramount, Starbucks, BMW, and NFL. This can be tricky to pull off as the elements can be difficult to split apart, especially when you need to downsize the words to fit the icon and brand name within a small parameter. However, when used in the right context and instance, it can instantly lift a company’s brand name and provide a highly professional look.
Type #5: Combination Mark
This type is similar to an emblematic mark in a way wherein it combines brandmark, lettermark and wordmark types. However, it isn’t confined to a particular space and can be placed anywhere near the brand’s symbol or icon. This is a great way to spread awareness to your company as it showcases both its name and associated symbol, making it visually attractive for viewers. A few successful brands that use this are XBOX 360, Adidas, Sprint, Lacoste, and Taco Bell. One of the key benefits of using this type is the flexibility it offers to brands as the text or symbol can be used separately depending on the situation without compromising the brand’s visibility.
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