A logo is a fundamental part of your brand identity. It shapes how a consumer sees the brand itself. A great logo is powerful, unique and recognisable. It needs to be associated with your business quickly and easily.
Your logo will represent your entire company or brand and for this, it must convey your company values, culture and people.
For this, you will want a distinctive design which stands out from the rest and one that is going to be memorable.
It needs to be timeless too. Will it still look current in 20 years’ time? An important factor to consider.
This is no ‘little’ design job.
Different Types of Logo Design
Not sure where to start with your logo design? Let’s start by looking at the different logo types available.
Lettermark Logo
A Lettermark logo, also known as a Monogram, is a typography-based design. It is usually comprised of just a few letters such as the company’s initials.
If it’s simplicity you’re after, this is the logo type to go for. This is especially true if you have a brand with a long name. This logo type helps you to utilise a design using just a few letters.
For example, the National Aeronautics and Space Administration shortened their brand name to the famous, NASA. You can find out more about their logo revolution here.
Keep It On Brand
When focusing on initials, it is important that the font chosen is on-theme with what your company does. It also needs to be legible for when printed on business cards or other forms of marketing.
Not an established business? You might want to add your full business name below the logo, so people can learn about you right away.
Wordmark Logo
What is a logo Wordmark? A Wordmark logo is a font-based design that focuses on a business’ name. Visa and Coca-Cola are great examples.
Another example of a Wordmark logo that has developed strong brand recognition is Google. A highly memorable name combined with great typography.
Does your company have a distinctive name? Then a Wordmark logo will work great.
Versatile Logo Design
Lettermark and Wordmark logos are quite easy to replicate across different marketing materials. They are adaptable making them an ideal option for new or developing companies.
However, since the sole focus will be on the name, your logo needs to capture the essence of what your business does. To capture the nuance of your brand, you will need to be scrupulous.
For example, a fashion company should opt for a clean, elegant font that feels high end. A legal company would want to stick to a heavier text which appears authoritative.
An example of a Wordmark logo we created for a client. They approached us for branding and web design. As a non established business, it was very important there was consistency across all marketing channels.
Pictorial Mark Logo
A Pictorial Mark logo is a design which is graphic based. You just need to think of the iconic Twitter, McDonald’s or Apple logo to see just how emblematic these logos can be.
Iconic logos are simply shapes or icons that are easily recognisable and represent a company or idea.
This type of logo design is not recommended for new companies or those without a strong brand recognition. Why? This type of logo does not include any words so if the consumer is not familiar with the logo, then they may not associate it with the product it represents.
However, once your brand begins to build more of a following and gains stronger recognition, you can always adapt your logo to suit.
See the evolution of Twitter’s logo here.
Combination Mark Logo
The combination type logo is probably the most common design you will see. It combines a unique icon with a product or company name.
A combination logo created by our Graphic Design team. We also designed their website.
Having both the advantages of a Pictorial and Wordmark logo, this type of logo design is hugely versatile.
Each of these logo types will give your brand a different feel. As the first thing new customers will see, you will want to make sure you choose the right logo type for your business.
Here are a few more things to consider before choosing your logo type.
Application Discovery
A logo will be utilised on many communication tools such as business stationery, signage and vehicle branding.
How and where will your logo be used? This is very important as it will determine what can and cannot be done from a design point of view.
An airline for example, will have a very different type of logo application to a clothing company.
An airline logo will need to be placed on a tail fin of a plane, so your designer will have to create a design to fit within that space.
Or alternatively, the designer will have to create separate logo graphics that can be used for that specific purpose.
Identity Development
A logo is just the start of building a great brand identity. A strong brand identity is what makes you instantly recognisable to your customers.
Creating the perfect brand identity will take a lot of critical thinking and creative work, but it is vital to the success of your business.
Everything from your logo to your typeface, to your tone of voice and social media presence, affects customer perception of your business. Therefore, it is essential to have a clear brand strategy and proposition.
Who is Your Intended Audience?
A great logo will create an instant connection with the right consumers and for this, your design needs to appeal to your chosen demographic. Make sure the logo design contains elements that are appropriate.
Who is Your Competition?
In order to stand out from the rest, you will need to know what your competitors are doing. If the competition has opted for a clichéd graphic, then go for something different and a little more creative. Alternatively, you might want to look at the principles behind a successful logo and apply them to your own whilst adding your own unique touch.
What Reaction Do You Want To Evoke?
What emotion do you want to evoke from your customers? Remember, colours, graphics and font styles will affect the way a consumer thinks or perceives your brand. For example, certain colours will inspire certain sensations. Choose wisely.
What is Your Tagline?
If you already have an effective tagline then you might want to think about incorporating it into your logo.
Some taglines are as famous as the logo design itself. Nike’s ‘Just Do It’ and McDonalds ‘I’m Lovin It’ are great examples of this.
An effective tagline will back up the ethos of your logo and help communicate the benefits of your brand.
Unified Branding
Your logo applications must be designed and standardised in a brand guidelines book. This will demonstrate to other designers, how to work with your logo. It prescribes layout, colour, imagery and typography guidelines so you can keep your branding consistent across all marketing materials.
When Twitter unveiled it’s new logo back in 2012, they provided strict brand guidelines for the new creation.
The change appeared to be simple – adjusting the logo by 30 degrees and taking the bird’s hair off. A minute change but their brand guidelines had to reflect the changes in this new logo.
A YouTube update saw this video release with the following video description:
Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles — similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.
Many users were quick to comment on the new design.
If only Science2Student knew that in 2017, Twitter would actually do as he suggested.
Need Branding & Logo Design?
Crafting the perfect design takes research as well as evaluation of your business. It’s no easy feat.
Your logo will eventually come to symbolise your business more than anything else so it’s important you get it right from the offset.
At ICAAL we offer expert brand design services. We can help you achieve your brand objectives by sculpting you an identity that consumers will remember and become familiar with.
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