When designing a logo for a client, there are various things to consider such as the kind of organization, what platforms the icon will be displayed on, and the company name to list a few examples. What is the difference between each logo and how to choose the best style to symbolize your brand?
MONOGRAM LOGOS (or) LETTER MARKS
Monogram logos or letter marks are logos that consist of letters, usually brand initials (i.e. IBM, CNN, HP, HBO). The monogram is all about simplicity by utilizing just a few letters and are effective at streamlining any company brand if they have a long name. Minnesota Mining and Manufacturing (more commonly known as 3M) is an excellent example of a logo that focuses the name down to the memorable (and pronounceable) identity.
Consider a monogram logo if your business happens to have a long name. Condensing the business name into an acronym will help simplify your design and likewise, customers will have an easier time recalling your business and your logo.
WORD MARKS (or) LOGO TYPES
Wordmark logos or logotypes are a font-based logo that is built entirely of the word or words that make up the company’s name. Wordmark logos work really well when a company has a succinct and distinct name. Google is an excellent example of a logo that is catchy and memorable, when combined with strong typography, helps create strong brand recognition. Fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government agencies often stick to a bolder text that feels secure.
Consider a wordmark if you have a shorter business name that won’t feel overwhelming when posted on various platforms. Having your logo in a designed font will help your brand become more recognizable.
BRAND MARKS (or) PICTORIAL MARKS
Brand marks or pictorial marks are icon-based logos that are commonly the image that comes to mind when someone thinks “logo”. Apple is an excellent example of a logo is that is so established that the mark alone is instantly recognizable. It can be challenging for a new company to utilize a brand mark exclusively however, an associated wordmark with your logo will help establish your brand before you can drop it entirely.
Consider a brand mark if your business is already established or incorporate a wordmark for newer companies. Brand marks also work well for global commerce, such as a business name that doesn’t lend itself well to translation.
ABSTRACT LOGO MARKS
Abstract marks are a specific type of pictorial logo. Instead of being a literal representation like an apple or a bird, it’s an abstract geometric form that represents your business. Abstract marks help condense your brand into a single image however, instead of being restricted to a literal representation, abstract logos allow you to create something truly unique to represent your brand. The Nike swoosh is an excellent example of such a logo, it’s fast, dynamic, and conveys a sense of movement and energy. You don’t need to see the word Nike to know the brand behind the mark.
Consider an abstract mark if you want a unique pictorial element to your logo, but want to create a more serious tone than most literal pictorial logos. Similar to brand marks, you may want to incorporate a wordmark for newer companies.
MASCOTS
Mascot logos are logos that involve an illustrated character. Often colourful, sometimes cartoonish, and almost always fun. Mascots are commonly used for sports teams, service companies, and food brands as they are attempting to familiarize themselves with potential supporters and consumers.
Consider a mascot if you are trying to appeal to young children, families, or if your brand thrives on being fun, friendly, and upbeat. Try avoiding a mascot if you are marketing a product that isn’t child-friendly.
Camel cigarettes ran a ten-year advertising campaign based on their mascot but had to pull the campaign in 1997 while facing an impending lawsuit that accused the company of using Old Joe to target children – evidenced by a $470 million increase in cigarette sales to teenagers since the campaign started.
COMBINATION MARKS
Combination marks are a logo combined with a wordmark or letter mark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. A great aspect of combination marks is how they can be adapted. You can keep your mascot and abandon your wordmark, or lose your monogram and keep your abstract logo, all based on how your brand evolves.
Consider a combination mark if you want your brand to be versatile, highly unique, or if you want a future-proof logo that can adapt and change with your business.
EMBLEM LOGOS
Emblem logos consist of text inside a symbol or an icon such as badges, seals, and crests. Emblems have a classic look that gives your logo a traditional quality. That’s why you’ll often see them used by schools and government agencies. Emblems are often more detailed than other types of logos and include fine linework and small detailed imagery.
Consider an emblem if you want your brand to convey a sense of tradition or longevity. You may also want to consider the scalability of your emblem as these logos tend to have more detailed designs that may not look as clean when resized to a business card or favicon for example.
