HOW TO CHOOSE THE RIGHT LOGO FOR YOUR BUSINESS
The first step in the process of creating your logo is to choose which type of logo design would suit your business best.
I categorise logos into 5 types.
TYPE 1 • LETTERMARK LOGOS
WHAT IS A LETTERMARK?
A lettermark is a type of logo design that uses typography to create a distinctive mark or symbol for a brand. Lettermarks typically consist of the initials or abbreviation of a company's name, rendered in a unique and stylised way. The goal of a lettermark logo is to create a memorable and recognisable visual identity for the brand that can be easily reproduced across various media.
Keywords: Monogram
Well-known examples: IBM, CNN, HBO, NASA
WHEN TO USE
One should use a lettermark logo when they have a long or complicated business name that is difficult to remember or pronounce. By condensing the name into a simple, stylized design, a lettermark logo can create a strong visual representation of the brand that is easier for customers to recall. Lettermark logos are ideal for businesses that have established themselves in the market and have a strong brand recognition, such as tech companies, media outlets, and financial institutions. Additionally, businesses that want to appear modern, streamlined, and professional can benefit from a lettermark logo.
TYPE 2 • WORDMARK LOGOS
WHAT IS A WORDMARK?
A wordmark is a type of logo that consists solely of the name of a brand or company, often stylised, or customised in a distinctive way. It relies on typography and design to convey the brand's identity and message, rather than incorporating symbols, images, or graphics. Wordmark logos are often simple, clean, and memorable, and are commonly used by well-established brands with strong brand recognition.
Keywords: Typography
Well-known examples: Visa, Coca-Cola, Google, Sony
WHEN TO USE
When considering the use of a wordmark logo, it is important to keep in mind that this type of logo relies entirely on typography and design to convey a brand's identity and message. As such, it is a good choice for brands that want to emphasise their brand name and create a strong, recognisable brand identity through a simple and memorable design. Wordmark logos are often used by well-established brands with strong brand recognition, but can also be effective for new brands with a unique and memorable name that they want to promote through visual branding.
TYPE 3 • ABSTRACT LOGOS
WHAT IS AN ABSTRACT LOGO?
An abstract logo is a type of pictorial logo that uses shapes, colours, and patterns to represent a brand or company. Unlike other pictorial logos that feature recognisable images or objects, abstract logos are not restricted to a literal interpretation of the brand's identity. By using colour and form, abstract logos can attribute meaning and cultivate emotions around the brand, making them a powerful branding tool. Through an abstract logo, a brand can convey a sense of creativity, innovation, and modernity, and establish a unique visual identity that sets it apart from competitors.
Keywords: Abstract Symbol / Icon and Typography
Well-known examples: BP, Pepsi, Adidas, Airbnb
WHEN TO USE
An abstract logo is a good choice for brands that want to create a unique and memorable visual identity, without relying on text or typography. This type of logo can be highly versatile, making it suitable for a variety of marketing channels, from digital to print. Abstract logos are often used by companies that have a broad or abstract concept that is difficult to represent with a literal image or a wordmark. If a brand wants to convey a sense of creativity, innovation, or modernity, an abstract logo can help achieve this. Overall, an abstract logo can be a powerful branding tool for any company looking to establish a strong visual identity.
TYPE 4 • PICTORIAL LOGOS
WHAT IS A PICTORIAL LOGO?
A pictorial logo, also known as a brand mark or logo symbol, is a type of logo that uses stylised icons or graphics to visually represent a brand or company. These logos are often emblematic and can be instantly recognisable without any accompanying typography. Pictorial logos can be descriptive or symbolic and can convey a desired idea or emotion. They are often versatile, working well in a variety of applications, and can help to establish a strong visual identity for a brand or company.
Keywords: Figurative Symbol / Icon and Typography
Well-known examples: Apple, Twitter, Android, World Wildlife Fund
WHEN TO USE
Pictorial logos are a good choice for brands that want to create a visual representation of their brand or product, without relying too strongly on text or typography. These logos are often used by companies that want to establish a strong visual identity that is easily recognisable by customers. Pictorial logos can be descriptive or symbolic and can effectively convey a desired message or emotion to the audience. They are often versatile, working well in a variety of applications, such as digital, print, or merchandise. If a brand wants to create a memorable and iconic logo that can stand the test of time, a pictorial logo can be a great option.
TYPE 5 • ILLUSTRATIVE LOGOS
WHAT IS AN ILLUSTRATIVE LOGO?
An illustrative logo is a type of logo design that involves intricate and detailed illustrations or designs. These logos are made up of complex design elements, often depicting an element related to what the company does, its name or even a mascot or character that represents the brand. Illustrative logos are usually very detailed and visually complex, requiring a high level of skill and creativity to create. They are often used by businesses that require a more detailed and specific representation of their brand or product, rather than relying on simple iconic or typographic logos.
Keywords: Caricature / Mascot / Illustration and Typography
Well-known examples: KFC, Mozilla Firefox, Pringles, Mailchimp
WHEN TO USE
Illustrative logos are a great option for businesses that require a very specific representation of their brand or product. These logos can effectively communicate complex ideas and concepts through detailed illustrations or designs. They are often used by companies in industries such as the arts, entertainment, and media, where creativity and uniqueness are highly valued. Illustrative logos are also a good choice for brands that want to establish a strong visual identity that is unique and memorable. However, due to the level of detail and complexity involved, they may not be the best option for all businesses, particularly those that require a more streamlined and simple design approach.
