2017-07-31 18:50:02
Tips On How To Use Logos

Logo styles can be divided into five basic categories: letter-marks, word-marks, combination marks, brand-marks and emblems. Here are the definitions of each type, along with how they should be used.

  • Word-Mark

Word-marks are also called logotypes, and are considered the simplest of logo options. Rather than using vast amounts of design, this type of logo simply places the name of the company in a specific text chosen by designers. While this may seem overly simplistic, it is actually incredibly effective. Think about Coca-Cola or Disney; can you see the logo instantly in your mind? How about Facebook or Google? The key is choosing a text design that will stick in your customers mind.

While your company may not be as established as the larger ones mentioned above, word-mark logos are still effective in many ways. They suggest that your company has confidence in its product, and that there is history behind it that does not require lengthy explanation. It is also a quick way to showcase the full name of your company, which helps spread the word.

  • Letter-Mark

Letter-mark is slightly different because it avoids using the entire name of the company word for word. This is perfect for those companies that have longer names. Consumers who are not familiar with your brand will have a harder time recalling lengthy names, or names which are hard to pronounce. Therefore, this logo uses the initials of the company in all caps. Even well-established companies use this.

Think, what does PBS stand for, or HBO, or NASA? You most likely do not need to be reminded; even if you are not aware of what each letter stands for, you do recognize what these companies offer. This is the idea behind this type of logo. The challenge then, is to make the shorter logo eye catching. With less material to work with, it is important that consumers are interested in finding out what your logo stands for, while also making it instantly recognizable. This is important for global markets, where your company is competing with several other companies’s marketing tactics.

  • Brand-Mark

Brand marks require some of the most creative design and marketing techniques. This logo uses no words, but relies on symbols and images to convey the brand and what a company has to offer. For instance, the check mark of Nike, or the fruit shape from Apple. Icons used on the place of words rely on the consumer to interpret meaning.

These symbols can become universally recognized when done right. However, this is both the advantage and the challenge, since it requires web designers to make targeted decisions.

  • Combination Mark

As the name suggests, a combination mark includes a mash up of word-mark and other icons. For brands that are up and coming, this is a great way to ensure consumers understand what your brand represents. It gives people a visual idea of what you offer, while embedding the name of your company in their minds.

The more complex the design becomes, the harder it can be to use the design across different platforms. Consider your online presence as much as your printed products. Also, make sure that if any singles piece of the logo is separated from the rest of the design, your product is still recognizable.

  • Emblem

Emblem logos also involve both texts and symbols, but in this case the text is embedded within the symbol. Imagine the Starbucks logo for instance; government agencies and schools use this type of logo often as well. They suggest that your company is authentic, especially since they usually resemble badges. Unfortunately, this logo tactic is harder to create, since the elements usually cannot be understood separately. 

Florin A. is definitely a Digital Advertising professional and blog writer who loves to explore the most recent trends in business, technological know-how and advertising and creates about a variety of articles.