HOW TO CHOOSE THE RIGHT TYPE OF LOGO.
A logo can be literal or symbolic; it can be a word or an image. The options are endless. So how do you choose the right type of logo for your business? The right answer lies in the design process used by Logo By Design®, but for now the aim is to help you better recognise the right answer. Basically there are two types of logos: symbolic and typographic.
TYPOGRAPHIC
A typographic logo is a freestanding word or words; it can be a company name or an acronym. Another name for it is a wordmark. The right wordmark imbues a legible word or words with a distinctive font, and may integrate pictorial elements. Abeo and Magic Springs are good examples of wordmarks.
WHEN TO CONSIDER A WORDMARK
These are not hard-and-fast rules, but only guides. Consider a wordmark when:
• Your company or product name is distinctive, short or both.
• Your main competitors are using symbols.
• Your marketing budget is limited.
SYMBOLIC
A symbolic logo uses a literal or abstract image. The image itself may directly depict the name of the company, or it may be symbolic of an important attribute. An abstract image is effective for service based and technology companies. Elevate Women and Adam Plumbing & Gas are good examples of symbolic logos.
WHEN TO CONSIDER A SYMBOL
These are not hard-and-fast rules, but only guides. Consider a symbol when:
• Your name is generic, long or limiting growth.
• Your main competitors are using wordmarks.
• Your product needs an emblem i.e., automobile.
• Your marketing budget can support a branding campaign.