Types of Logos
Logos come in many shapes and sizes, or marks as it’s referred to in the design world. These categories of logo styles each have their own strengths. A basic understanding of each helps to expose the beginner designer to the options available and some of the subconscious messaging behind each approach. A logo isn’t as simple as coming up with a cool concept and using striking colors. A logo must convey a message of confidence and reflect the desired personality of the company. Understanding some of these basic classifications will help designers to select the type of logo that best represents the company and it’s brand.
Emblem Logos: a symbol that is self contained and looks like it could be embroidered as a seal or patch on a article of clothing is called an emblem logo. Bringing a military, or boy scout feel to them, an emblem logo looks like it could be made into a sticker or hood ornament. In fact, they often are. Automobile manufacturers usually make their logo fit this style, as they want it embossed in metal on a vehicle. It brings a manly ruggedness to the product and an image of longevity and endurance.
Letter Form (Lettermark): fun with letters, that’s essential the core of letter form logos. They are really common and can get really creative. Not just different type fonts, but actually using the letters to make the logo compelling and interesting. It can be as simple as one letter, or as complex as a half a dozen letters. Usually, most designers limit themselves to 3 letters, but more than that isn’t unheard of.
Type Text (Wordmark): having fun with a few letters if fine, but what about entire words? Enter Wordmark. Fancy and creative ways of displaying words, where the words are the stars of the show. Not a lot of imagery or shapes. Just words presented in a fun and memorable way.
Symbolic (Brandmark): if an picture says a thousand words, a memorable symbol says volumes. One of the most difficult tasks in developing a brand is to find a symbol that represents all the positive attributes you want your company to be associated with. The image has to convey a message and remind the viewer of the brand name. Not an easy mix, but many companies have got it down.
Mixed (Combination Mark): the best of all worlds- get the visual impact of a symbol, while eliminating the potential confusion of someone who isn’t immediately familiar with the brand. A combination mark uses words, letters, colors, icons and symbols and turns it into a symphony of branding impact.