No bull! Your company logo can say nothing relating to your company business. Here’s the catch (there’s always a catch)! This applies mainly to how well you market, promote and accelerate your company to create a brand, and an identity that can be represented in its simplest form – a logo.
Forces to be reckoned with
In the universe of logos, there are 5 main types: word mark, symbolic/icon, letter mark, emblem and a combination of both. Wordmark logos consist of a type font which is styled or manipulated to convey the identity of a business. Even without being styled or manipulated, fonts tend to give off their own impressions.
Giant brands such as Facebook, Google, and Virgin possess word mark logos that rely solely on the name of the company, institution, or product for purposes of identification and branding.
Brands like Nike, Pepsi, and Apple rely on their brand symbol/icon for product placement, and these symbols have won the loyalty of consumers all around the world. Logos made up of symbols consist of a mixture of graphic images that evoke a message to its viewers and comprises anything from basic shapes to conceptual images that portray a specific meaning for the business.
Letter mark logos are very similar to word mark logos in that they are created using typefaces. However, there is a greater focus on just using first letter, initials, or an abbreviation of a company’s name to convey their brand identity. Unlike word marks that may contain a simple graphic for clarity, letter marks tend to be exclusively typographic.
Some striking examples of such logos are HP, CNN, HBO etc.
Combination mark logos offers the most flexibility because they consist of both a symbol and a word, or letter mark. These elements can be presented together or individually when representing a company. 56% of the top 100 businesses globally uses this type of logo.
Those that have effectively utilized combination logos, i.e both type and symbols into their logos include big brands such as Burger King, Mercedes-Benz, and Ferrari.
Emblem logos can be considered combination marks to a degree. They are similar because they both include a symbol and text; however, unlike combination marks, emblem style logos are more integrated and enclosed to appear as one single graphic.Because of this, emblem style logos cannot be presented as separate identity pieces like a combination mark logo, which gives them very little flexibility, especially in print applications or when resizing. This type of logo is very popular in the automobile industry as well as in the sporting world. Emblem style logos tend to resemble a badge or an official seal.Brands like Starbucks, Harley Davidson, UPS boast such logos.
Now back to logos drawing a complete blank about a company. All the above logos are recognizable simply because they are huge, worldwide brands. But a logo speaks nothing of a company if it has no brand image or identity.
The Pepsi logo and the Nike logo are undoubtedly popular and well known. But try to imagine them as symbols you have no clue what they represent (Just try). Both can be placed anywhere. As the logos stand, naked, with no brand or identity to accompany it, they serve as mere symbols.
So what if a logo has nothing to do or say for the line of business it is in? Apple is a fruit, yet Apple doesn’t sell fruit or apples ; but the recognized company identity and brand name is what makes the logo iconic, popular and well recognized.
Not to mean you can scribble down anything, call it a logo, and expect to take the world by storm – In the long run, the logo identifies a business in its simplest form via the use of a mark or icon.
A logo design usually comes first, followed by establishing a coherent brand image and a solid identity. You can win the loyalty of your target audience having a spork as a logo for your car dealership, however, for future references, choose wisely.
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No matter what type of personal brand, business or organization you are running, having a great first impression means everything. One of the best ways to deliver a lasting impression is through the use of a high-quality logo and professional images and designs throughout all of your products and branding.
Avail our best selling packages and let us help you create the ultimate user experience and company branding message you’ve always dreamed of! Or contact our graphics design team today, we’ll be glad to listen to you.