When it comes to logo design, there are some factors that you will need to consider when you discuss the direction of the design with your graphic designer. In a previous post, I talked about the importance of choosing a color and how your logo can make someone feel just by that alone, the colors. In this blog, we're going to cover some design styles that you may or may not have taken into consideration for your own logo.
What logos do you like?
I always start this question when I'm going over the design brief with my client. There are logos all around us and it's hard to not notice them and even admire a few (or internally vomit over others...just me?) There are also logos that are timeless and have not changed or changed very minimally over decades. In an ideal world, this is what we're aiming for.
So start out with asking yourself and thinking about what logos do you like? What do you like about them? Is it the use of the negative space? The simplicity of just an image? Or is it the cute little mascot that you think about when you hear the name of the company? I just named three different styles already. Let's look at these and others more closely
These logos are very font and typography driven. To achieve this style of logo, the use of negative space to help define the "missing" letters in the company or the initials of the company name have some sort of typographic style or font. Think of logos like A&E, Chanel, WB, DC, the New York Yankees, and tons and tons more. They're a very common style, but best used for companies that are well established to where the initials suffice for the company name.
2. Brand Marks
This is an easy one too; Twitter, Apple, Nike, Target, and Shell, are some to name a few. This is another simple approach to branding your company, a symbol that can be known by itself or with the name. These also work perfectly if you decide to make stickers...
Pringles, Planters, KFC, Cheetos, and of course sports teams all incorporate this logo style. These work for brands that have children related businesses or a fun and upbeat persona. Typically, I wouldn't suggest this logo style to businesses like real estate, technology, or business consulting kind of firms.
The widely known and most common style of logos. Coca-Cola, Google, FedEx, Canon, and like 10 billion more companies are known to use wordmark logos. Again, a simple approach, but all the personality has to be defined in the font and typography, and you don't want to use the wrong font to give off the wrong impression.
Commonly seen on cars, as crests, and seals. Think of military branches, code of arms, and other known logos like Starbucks, BMW, and Harley Davidson. One of the oldest styles in the book, they're very detailed which make them harder to be recognized from a distance and difficult to shrink in size despite being in a vector format.
The use of abstract logos is tricky. If you have a business that has a well known "symbol" that can be recognize, common use of abstract logos will take that symbol and put a twist on it. This is difficult to achieve sometimes, and other times, not everyone will know what the logo is or represents unless told.
7. Combination Marks
Sometimes when all else fails, the combination of a brand mark and word mark or monogram will be paired together. This ensures that the viewer will know the business name and their logo all at once. Companies such as Burger King, Red Bull, and Adidas use the combination style. A benefit to this is that your short logo can be the brand mark alone, where you full logo can be the combination. The uses between short and full logos depend on the media, i.e. business cards vs a website's favicon.
There is no one perfect style of logo for a specific industry or type of business. It really just depends on the goal of your company as a while. What do you wish to portray, how do you want the world to remember or recognize you, and what you stand for.
Read more information and see other samples the 7 Types of Logo Designs and hopefully you'll get an idea of what direction you want your logo to go.
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