How to Choose a Logo: 7 Types

A logo – is a distinctive graphic image, a typographic rendering of the brand name, or a combination of an image and lettering. It is designed and created for every company that wants to succeed on the market. It is created for any field of activity. It is the organisation's symbol, emphasising its individuality and setting it apart in the eyes of clients. It is the most effective and efficient type of advertising, essential for standing out from competitors and attracting attention.

Unfortunately, many executives do not know, or simply are not interested in, the finer points of logo creation. This is because they attach no particular importance to it and do not consider it an important component of the brand. But it is what a potential user will notice. Your own logo will become the face of the company. So you need to know what types of brand marks exist. This will help you come up with your own more quickly.

Why you need a logo

It performs several important tasks:

1. association. It is the means by which a client distinguishes one company from another;
2. protection of goods and services. Copying someone else's logo is considered a direct infringement of copyright;
3. a guarantee of quality. The manufacturer confirms it when it puts its logo on the label or packaging of a product;
4. aesthetics, decorating an establishment or product;
5. advertising. A logo creates a certain image of the company and helps the audience recognise and distinguish the product among many others.

It is not enough simply to create this effective advertising tool. It needs to match the organisation's line of business and be original, appropriate and of high quality.

Seven existing options

Before choosing a suitable design, it is worth studying the existing options that actually work. There are quite a few of them now, since many companies have managed to become memorable thanks to their logo. Let us look at the types of brand marks that exist.

Letter compositions and monograms

This is a good option for a company whose name is an abbreviation. The same approach can simply be used to style the initials if the name consists of several words. Ordering a monogram is convenient; it is one of the simplest logo design options. It is a brand mark created from the lettering of, as a rule, an abbreviation.

Logos in the form of monograms or letter compositions are created and look very simple and minimalist. They are legible, since they are not overloaded with unnecessary design elements. This is also a good choice for a company with a very long name. If the brand is not yet well promoted and little known, the full name can be written underneath in a font several times smaller.

Wordmarks

This is also a lettering-based design. But here the brand name is written out in full. This option can be created if the name:

1. is not very long;
2. sounds good and is easy to remember;
3. is easy to pronounce.

A good example of this type – is Coca-Cola. This design also seems very simple; moreover, it is a good way to create an emblem as an addition. In reality, a wordmark logo often requires just as much time and care as any other. You need to create a legible, vivid, memorable and attention-grabbing logo.

Pictorial brand mark

This is, for example, an icon or a picture. A good example – is the «Apple» apple. This kind of solution is quite striking and noteworthy, so no name is added to it. It is not the best choice for a company that is just starting out. The image must be associated with the organisation. It will be the face of the firm for many years, so it requires careful consideration.

Abstract

These are geometric shapes or outlines used instead of pictures and letters. In this case a unique design is created without the usual pictures. The main thing is that the resulting abstraction tells the story of the idea and the features of the company's product through colours and shapes. Specialists who understand the psychology of colour are best placed to handle this task.

Mascot

This is a character, the firm's symbol. Colonel Sanders at KFC, for example, is one. It is used as a standalone or supplementary logo. It works well if the target audience – is families and children. It creates the right atmosphere and evokes emotions. An excellent option for firms wishing to work with international partners.

Combinations

Most often, pictures and lettering are combined. An effective solution for a company that is just starting out. It is important that all the symbols used in the logo complement each other harmoniously.

Emblem

This is an image with the name inscribed inside it. Starbucks uses this approach. Brand emblems are a classic solution, which is why they are common among educational institutions and car manufacturers. Ideally, the image should not look too intricate.