When you’re looking to build a strong business or organization, solid logo and branding design is a must.
A logo is the visual representation of a company or brand’s values, beliefs and functions. When designing one, you need to make sure it will represent the business the right way. There are many considerations to keep in mind such as:
- How the logo will look on products
- How it will appear on advertising and marketing materials
- How it will tie your other branding collateral together
- The thoughts and emotions someone feels when they see your logo (This is weird to think about, but certain colors, shapes, styles and words all trigger emotional responses which will translate into an emotional response to your business.)
It’s an entire package, not just a small mark. In most cases, it will be the first thing your customers or clients see when they come across your business. There are a number of concepts floating around about what a logo really is. If we were to ask people what a logo is, they would have a number of different answers, but they would all probably be right in one way or another. The reality is, there are a number of different types of logo “marks” you could utilize for your business.
SYMBOL OR ICON
This type of logo represents the company in a simple but bold manner. In most cases, the image is abstract and stylized to give visual interest. Most companies that use this type of logo will have a very simple main logo, but may choose to create additional alternative versions that appear a little more prominent. The human mind can easily remember a simple form much easier than a complex one. It’s best to use a simple symbol or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Target and Nike.
These are uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include Coca-cola, Disney and Google.
Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its initials or the brands first letter. Many companies choose to use this type of logo because their initials can graphically illustrate the company better than the full name (name is too long), the name is hard to pronounce, or it’s just not distinct enough to carry its own weight. Some companies and organizations that use lettermarks include Cable News Network, Home Box Office, and General Electric.
These logos combine a wordmark and a symbol or icon to give the flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate as it does with them together. You might recognize some combo marks like Dunkin Donuts, Adidas and Sprint.
An emblem logo encases the company name within the design. Some examples include Starbucks, the NFL and Harley-Davidson Motorcycles.
CLINT BRANCH, ART DIRECTOR
Clint is an award-winning art director and videographer. He has created memorable work for national brands including Bayer Healthcare, Victory Motorcycles, Joy Ice Cream Cones, and the University of North Carolina at Chapel Hill. Before joining Elisco, he worked in Charlotte at Tattoo Projects. Clint earned his B.F.A. in advertising from the highly regarded Savannah College of Art and Design in Georgia. Clint has won a variety of awards including Telly Awards, Addys, and an Aster Gold.