Logos are so ubiquitous that we hardly pay attention to them. While driving your car, opening a pack of cigarettes or brewing tea you hardly fall into thinking what the emblems you constantly see mean.
As a matter of fact, any logo design is neither random, nor plain. It conveys the company’s message, it addresses a certain audience, and it carries the company’s spirit.
In starting your business, creating a logo is a very exciting process. You have a lot to speculate about and realize. Each of the seven basic logo designs enables you to express the values and goals of your business in a certain unique way.
1) First of all, you can choose a LOGOTYPE or WORDMARK, which is a kind of logo. The logotype totally consists of letters making up the name of a business. This is the simplest way to represent your company, and the key feature is the typeface of the wording. The pattern of the letters or words should be outlined carefully. Not only the words, but also their style, color and brightness will build up a link with the customer’s memory and recognition ability.
The outstanding examples of wordmarks are Visa, Ebay, Disney and Google. These names show that for choosing the logotype as your logo, the brand name should be quite short and elegant.
2) MONOGRAMS or MONOGRAM LOGOS are actually acronyms or initialisms presenting the first letters of a brand name. Compared with logotypes, the link of monograms with the consumer’s memory is stronger and more vivid. The sketch and style do matter, and in search of originality, legibility may be partially lost. Fashion designers often rely on briefness as a marker of elegance. Such brands as Dolce&Gabbana, Calvin Klein and Louis Vuitton are easily recognizable by their monograms.
If you are a new and small business, monograms are not advisable, since they will bring you little recognition. You should develop your performance and goodwill first.
3) Your logo can also be an EMBLEM, which is a classical way to signify a business. The conventional way to create an emblem is to encircle a symbol with a text. Emblems have a formal and serious look, they evoke trust and confidence. State agencies and organizations often use emblems to generate their logos.
The emblems of Harward University and Starbucks’ are illustrious images of this logo category.
On one hand, emblems suggest stability, trustworthiness and the value of traditions. On the other hand, they become hardly legible in reduced dimensions, like on web pages or when seen from some distance, e.g. by drivers and passengers looking at billboards.
4) MASCOTS usually depict a definite person or character. A cutie on a mascot emblem is usually designed to evoke positive emotions and curiosity. This type of a logo enables the proprietor to communicate with the audience by altering the mascot’s postures and facial expressions.
In favoring the mascot from amongst other emblems, you should realize that your brand should be respected, and there are fragile boundaries between the emotions of your character and the feelings it evokes.
When used for computer games, mascots make the gamer feel agile and mobile. When addressed to children, mascot logos establish an invisible link to the child’s imagination. When used in food brands, mascots contribute to your relaxation and appetite.
The memorable examples of mascots are Howly Gastrobar with a cartoon owl, Mr. Peanut and Tux, which is the official logo of Linux depicting a funny penguin in a tuxedo.
5) To develop a BRAND MARK, you should step aside from wording. Focus on the meaning of the symbol and the value it conveys. Your loyal consumer should spot your logo from amongst tons of other ones. You potential customer’s attention should be captivated.
It is noteworthy that brand marks and logotypes require refreshment from time to time to give the sense of dynamics to the audience.
A good brand mark will add weight and strength to your company name.
The Apple, Twitter, Mercedes and Shell brand marks are illustrations of extra powerful simplicity yielding tremendous growth and popularity.
6) When you want to build up an emotional perception of your brand rather than a cognitive link, an ABSTRACT LOGO will be the best solution. Such logos have the biggest chance to be unique.
It is noteworthy that abstract logos are generally taken more seriously than explicit pictures. In generating an abstract logo, the designer has to predict the exact feelings instantly evoked by the mark.
The logos of Nike, Subaru and Mitsubishi remarkably exemplify the abstract logo
7) If you feel that one type of logo will make you lose some content to be represented, you can benefit from a COMBINATION MARK. Your combination mark can be generated from any of the logo categories.
Reebok is identified by its name combined with an abstract logo mark. Puma features the charismatic animal (mascot) over the wordmark. The Starbucks’ mermaid is encircled by the logotype, and altogether they form an emblem. When a new business is started, combination marks are the right solution for branding. Words will support symbolic marks when used together. Use them separately if you need to show flexibility and agile movement.