LogoTalk Podcast Ep.2 – The Different Types of Logo Design

There are several main categories of logo design:

Emblem: These logos encase the company name within a design. Examples include Starbucks, the NFL, and Harley-Davidson Motorcycles.

Wordmark/Logotype: These logos feature the company name styled in a unique typeface. Examples include Facebook, Disney, and Sony.

Lettermark/Monogram: These designs use the company’s initials or first letter to create a symbol. Examples include Hewlett-Packard (HP), Chanel, and General Electric (GE).

Symbol/Icon/Brandmark: These logos use a simple, often abstract image to represent the company. Examples include Apple, Shell, and Mercedes-Benz.

Combination Mark: These designs combine a wordmark with a symbol or icon. Examples include Hawaiian Airlines, Adidas, and Sprint.

Consider a lettermark if:

• Your business name is long and difficult to remember.
• Your business name is hard to pronounce.
• Your full business name is not distinct enough to carry its own weight.

Consider a wordmark if:

• You are a new business and need to get your name out there (but make sure your name is short enough).
• You have a distinct business name that is memorable.

Both lettermark and wordmark logos:

Are highly adaptable options for new and developing businesses, and easy to replicate across different marketing materials.

Consider a pictorial mark if:

• You have an established brand (though this is not a strict rule).
• Your business name is too long and you want to convey what you do graphically.
• You want to convey a specific idea or emotion visually.
• You need a logo that works well for global commerce and translates easily across languages.

However, a pictorial mark may not be a good idea if:

You are not working with a professional designer who understands how colour, shape, and structure create meaning, and you anticipate changes to your business model in the future.

1. Mascots can appeal to young children and families.
2. They can encourage customer interaction and are a great tool for social media marketing.
3. They can add a fun and engaging element to real-world marketing events.

However, keep in mind:

1. A highly detailed mascot may not be suitable for all marketing materials.
2. A mascot logo is just one part of a successful brand identity.

A combination mark is a great choice for:

• Almost any business, as it offers versatility and uniqueness.
• Businesses seeking a memorable and easily recognizable logo.

An emblem might be a good choice for:

• Public agencies and schools due to its traditional look.
• Businesses in the food and beverage industry (think beer labels and coffee cups).

However, remember:

Avoid too much detail in an emblem design to ensure it can be printed clearly on various materials.

A well-designed logo:

1. Sets your business apart from competitors: A unique logo helps you stand out in a crowded marketplace.
2. Builds brand recognition: It becomes the visual anchor that customers associate with your business.
3. Creates a strong first impression: It communicates your brand’s personality and values at a glance.

Logo: A visual symbol representing your business (a wordmark, lettermark, icon, etc.).

Brand: Encompasses the entire identity and perception of your company, including your logo, messaging, customer experience, values, and reputation.

Brand message and target audience: Different colours evoke different emotions and associations.

Industry standards and conventions: Research what colours are commonly used in your industry.

Cultural considerations: Be mindful of colour symbolism in different cultures.

Accessibility: Ensure sufficient contrast for visibility and readability.