Logo is a fundamental component of brand identification. It’s not just an icon with some text; rather it’s your brand’s visual identity that helps people understand who you are and what your mission and vision is. Finalizing the logo is not an easy task as apart from being visually attractive, it should advocate your business purpose as well.
A logo should not only create brand recognition for your business but it should relatively link to your business that helps customers hold your brand in memory.
Commonly we find nine different types of logos, based upon the method they are created and each type has its unique advantage. Before you even begin designing your logo, you should consider which logo type would suit your company, what message it can deliver and how your audience will relate the logo to your business.
- Monogram
- Wordmarks
- Pictorial
- LetterForms
- Abstract
- Mascots
- Hybrid
- Emblem
- Dynamic
1. Monogram
Rather than lengthy names, Monogram Logos or Lettermarks are built upon typography that consist only of letters or acronyms, usually the brand initials. Monogram logos are to the point, which turn your lengthy business name into an identifiable brand identity. For instance IBM, CNN, HBO have used a lettermark logo to represent their business as the focus is just on the initials.
A great option for new/small businesses who need to get their name out there. The drawback is one has to be very particular about the fonts as simplicity of the logo works only if the fonts i.e. typography is appealing.
2. Wordmarks
Wordmark or Logotype is a font based logo that focuses on company name only. For instance, Google, a perfect example of wordmark. It’s font is simple and elegant but has various colours which represents the multitude of results and the diversity of their product line.
Hence, if you have a unique name, a wordmark is a perfect way to highlight and help people recognize your company name. The drawback is if the company is new then the name should say something about what you do and additionally the company should have a short and distinct business name, which can create the kind of brand recognition.
3. Pictorial
A pictorial mark is an icon or graphic based logo. Twitter’s bird and Apple’s bitten apple are perfect examples of symbolic logos, strong enough to make the brand easily identifiable.
Advantage of a pictorial logo is that it is simple, clean and easily recognizable. Additionally, efforts to design a pictorial mark is simple enough that even when the logo is resized across branding materials like letterheads or for business cards, it translates well.
The drawback here is, these symbol logos are not ideal for new or expanding businesses as selecting the right image is more challenging and too early. For example, if you sell lemonade and choose the icon lemon but later on you decide to sell apple juice too, at that time, the pictorial mark will become irrelevant. Therefore, adapt a pictorial mark at a later date.
4. Letterforms
Letterforms are usually one-letter logos. For instance, McDonalds or Yahoo logo, which people can recognize easily.
These logos are easily scalable on different purposes or whichever platform they are used. It can have a funky font, dramatic backdrop or interesting colour scheme.
It’s disadvantage- Now, it should be clear that it gets difficult for a letter alone to deliver a clear message therefore the logo should be designed well that means it should be bold and beautiful. There are millions of companies that operate in the English speaking world and just 26 letters to customize. Think differently!!
5. Abstract
Abstract logo images don’t necessarily mimic an object that exists in real life. These are tailor made logos created more from a conceptual viewpoint and can suit all kinds of businesses. For instance, Nike, it represents a feeling of movement and energy. The symbol is more than enough, it’s not necessary to see the word Nike to know the brand.
The disadvantage is that the logo conveys feelings, so before developing imagery, you need to understand what kind of emotions you are trying to create. Sometimes, abstract mark logos are quite difficult to create and are quite easy to get wrong. Also if the logo has excessive detail in the design, it may look different when printed at different resolutions.
6. Mascots
Want to have a fun, friendly and upbeat logo, Mascot logo involves an image of a character or person that acts as a visual representation of your business. A perfect way of creating your very own brand spokesperson. Great for companies that want to allure families and children. For instance, Pillusbury, KFC and Mr. Peanut logo.
It’s disadvantage is you may not be able to use it across all your marketing material, would not give a serious tone to your brand and lastly mascots may not work for adult-only products.
7. Hybrid
A versatile choice that includes both the text and the icon to reinforce your brand. You can pair letterforms with a mascot or a monogram with an abstract image- whichever is more appealing to you.
With a combination mark, people easily associate the company name with the image. Hence, in future, you may be easily able to rely exclusively on a logo symbol like Mastercard logo, Doritos and many more.
The disadvantage is the whole logo can be complicated to use.
8. Emblems
Emblem is a type of logo that includes text inside of a symbol. This gives a traditional look to the logo conveying the sense of longevity.
Emblems work best for schools, government agencies and sports related brands and when these logos are embroidered they have a classic, time-honoured, trustworthy vibe like Starbucks iconic mermaid emblem or Harley Davidson’s logo.
The drawback of using this logo is, it doesn’t look great when it is used as smaller icons as it becomes difficult to read when very small.
9. Dynamic
Dynamic marks logo can be called a new-age logo as this type of logo adapts itself to the context in which it is used. Hence, you can go creative with your logo.
For instance, Nickelodeon, one can modify the logo to fit any scenario that means rather than having standard text-font-colour combination in the logo, the elements can be changed as per the medium.
The disadvantage is that the logo design constantly changes due to which few people might remember the logo with the colour, few might remember the shape of the icon. Therefore, the logo may not cause the same effect as a stagnant logo would.
