Different types of logos your business might need
Whether you’re a small business owner in need of a brand identity or an established company looking to update your brand identity, deciding on the right logo is as important as a strong cup of coffee in the morning.
“While a logo is only one part of the larger branding picture, having an idea of what you want before going down the design path will ensure you’re creating something that serves you, your business, and your target audience.” (Kate, 2022)
A logo is only as strong as the strategy and the goals behind it. We’ll take you through the three common types of logos to introduce you to the wild world of branding design. We firmly believe that your logo is merely the tip of the iceberg when it comes to your branding, but since it’s the most memorable, we’ll start there.
The wordmark
The wordmark is a classy lady and the sleekest in the world of logos. She is also known as a logotype. Basically, a wordmark only showcases the company’s name.
A font in these types of logos becomes the main feature since there are no symbols or illustrations to fall back on. Thus, if the company name is stylised through typography, it becomes a visual indicator of the brand. Think of good old Netflix, Zara, or The New York Times. That’s where the wordmark logo party’s at!
Even with no imagery, there’s always room for a bit of flamboyance when it comes down to the good stuff like typeface, colour, character features, spacing, shapes… The list goes on!
Wordmark logos are easy to apply across all platforms and they are the easiest to remember because of their minimalist approach. A strong wordmark wouldn’t look out of place at the top of a website, nor would you raise an eyebrow if you see it on a business card, it’s most likely where you’re used to seeing logos like these.
Also, try to consider if your wordmark logo needs shortening and changing into an initial or monogram. What the eff is a monogram you ask? Well, a good example is Facebook, which uses its famous F in most of its applications. Let’s move on to that, shall we?
The Lettermark
If your company’s name is as long as a dreaded email thread, you’ll want to go with a monogram (or lettermark) logo to keep it as short and sweet as possible.
Most of the time, only one to four letters are needed, usually a company’s initials or the first letter of its business name. A monogram logo has no shame in replacing the traditional symbol, turning your company’s identity into a noticeable, attractive visual, you can get real creative with it! The key, however, is to keep it legible and memorable!
Monograms / lettermarks are, by nature, as compact as peanut butter in a jar and look really good in small spaces, especially squares. As for logos with an image, hmm not so much.
Choosing the right typeface with such logos will require most of your attention since the logo only has text to make friends with. In essence, if it’s easy to read, distinctive and inviting, you’re all set!
The Logomark
Ah, the logomark! The one that is most likely to show off in the world of logo design. A wordmark with a symbol is what makes up a combination logo, hence the name, logomark. Thanks to its great adaptive skills, the symbol can be used on its own (like in social media profile photos or shortcut icons), or just the wordmark when you need it. How neat!
Here’s another neat fact, a combination logo doesn’t have preferred sex positions. If you’re a symbol, it wants you beside, on top, below, or inside the text. As long as there’s visual passion! When the symbol is really feeling it, it can sometimes even represent a letter in the company name. Double neat.
The symbol is only an identifying element of what your brand is all about, and it can be absolutely abstract or ‘to-a-tee’ accurate.
When developing a strong brand identity with a logomark, the main goal is to simplify the logo even more. Dropping the typeface to only rely on the symbol is the most common trick to better representing your brand.
If you’re looking for a logo with a strong adaptability game, and that’s not shy of being used all over the show, this type of logo will do your bidding with a smile. Especially if you’re a new business that still needs to build loyalty and brand remembrance!
Just like the phases of a moody teenager, your logo will also go through phases. Being scaled to different sizes, printed on paper, digitally manipulated, uploaded as a profile picture — the list is endless.
That’s why it’s so important to have a diverse logo system when it comes to visually establishing your brand. A diverse system (including all three logos we mentioned above) will ensure that you are never caught with your metaphorical pants down as there will be a variation of your logo to cover all your business’s bases.
Your logo design should always be able to leave a good impression of your brand, and work seamlessly on all digital channels, as strong branding not only increases your business’s value but also builds trust among your audience.
