The late director/actor Orson Welles once said, “Create your own visual style… let it be unique to yourself and yet identifiable for others.” When considering a design style for your corporate logo, you may want to use these words as a milepost — especially when you consider how easy it can be to get lost in the many design choices available today. Here we’ll review the basic logo style types to help you select the most effective one for your brand.
A successful business logo must not only be memorable, reproducible, and versatile enough for all formats (from print to mobile), it must state clearly and distinctly who you are as a brand. Sounds daunting, but don’t get discouraged. Let’s break it down using a few basic examples.
Design by :: scott ::
Everyone recognizes the Google logo. The combination of bright colors and bookish font say a lot about what Google does. Wordmark logo styles such as this rely on typographic treatment with few (if any) illustrative elements to make a clear statement about a brand.
When choosing the right style for your brand, wordmark style logos have the advantage of simplicity and can push a fun, interesting, or catchy name to the forefront of the marketplace.
Design by goreta
Lettermark designs use acronyms, initials, or abbreviations and rely on typography rather than illustration to reinforce brand identity. One example is the CSX logo. When the Chessie System and Seaboard Coastline railroads merged, they needed a corporate logo that embraced both companies. As the story goes, a placeholder was needed for legal documents before any logo could be created, so someone came up with CSX (C for Chessie, S for Seaboard, and X for the intersection of the two). The name stuck, and now can be seen in bold yellow lettering on an entire fleet of blue locomotives. Lettermark logos are ideal when the full brand name is either long or cumbersome, or when you need to link subsidiaries to a parent brand.
Design by binggolaz
One bold, simple illustrative element can say a lot about a company. The “bitten apple” of Apple computers is instantly recognized worldwide, yet contains no typographic elements. Brandmark logos are perfect when you want an internationally discernible design that is easily transferred to any format. But make your choice carefully—customers need to associate the logo (and the style) with your product or service. The Nike “swoosh” is a great example of a brandmark that uses implied motion to communicate athleticism and speed.
Design by mikael_kmd
You may find that the best style for your brand is a hybrid—falling between a brandmark and wordmark style. Using both typographic and illustrative elements, iconic designs can create a mini-narrative about your brand. The elements can be used together or separately, depending on the medium. The read and white bullseye of Target stores is one example. The bullseye is an effective brand identifier, with or without the word “Target.” Iconic designs also have the advantage of offering a more varied concept palette.
Whatever the logo style you select, be creative! Remember that in addition to being bold, unique, and reproducible, your logo must be communicative of your brand’s strengths.
The elements — typographic and illustrative — will set the tone of communication between you and your prospective clients. Look at your brand assets — stability, inventiveness, action, cohesiveness, interconnectedness, timeliness — and choose the style that best expresses both you and your brand.
How did you decide on your logo’s style?
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