5 logotypes and how to use them in your brand
Logotypes are symbols or marks that represent your business or brand It’s the first thing that people see when interacting with your brand. There are different types of logos and each one gives a different feel. Logos all have a combination of image and typography, but they are arranged in a form that is different for each type. So let’s have a look at the different types of logos you get.
Symbol or icon
A symbol or logo icon AKA a logo mark is usually simplistic in form. It’s most probably what you think of when you think of a logo. And some logos that come to mind are the twitter bird, the apple icon, for example. These companies are so established that the icon itself is instantly recognizable. However, for newer companies using this type of logo might prove a little trickier if used on its own.
These types of logos are normally used as a secondary logo because of it’s compact and simplistic form. This type of logo is also versatile, has no language barriers and can be easily recognizable.
Wordmarks are a font-based logo spelling out a business’s name. Think Coca-Cola. They are perfect if you have a really distinct name. Since this, a font-based logo, finding a font or creating one will be crucial in capturing the essence of your brand. John Deere’s wordmark is a created font. Wordmark’s work best as a primary logo and can be combined with a symbol or icon to really differentiate it from other logos.
A lettermark logo or a monogram logo is similar to a wordmark in that it used letters. But rather than using the companies entire name the only use the initials of the company name. This is perfect for companies that have really logo names, like NASA. The logotype is all about simplicity like the icon logo. Again, you want makes sure that your logo is on theme with your brand so consider the type font you want that will embody your message. If you aren’t established business also consider using your full name under the lettermark so people can start recognising you. This logotype can be used as a secondary logo.
This logotype is a combination of a wordmark and a symbol. It’s one of the most common logotypes used. I usually create combination mark logos for my clients when developing a brand identity for them. Combinations marks logos versatile in that it can be used together as one logo, as well as used separately. So in some cases when you’re more established you can rely on the symbol alone without having to use the wordmark. Also, the combination logo is easier to trademark as the logo in its entirety is unique and distinct from other brands. Basically, any type of business can use this type of logo.
An emblem Logo
An emblem logo is consists of a font inside a symbol or image. Think of badges, seals, etc. It also has a lot of different components that make it up, so it becomes more difficult to separate.Usually, government entities, schools and the food and beverage industry use this type logo. In my country, they use a different coat of arms for every province and every governmental department.
The logotype is also difficult to print on a pen. An emblem logo isn’t the most versatile of the lot. Depending on the intricacies of the logo a lot of detail and text might disappear when downsizing the logo, which is why it is the least used, but if designed right it can be a really awesome type of logo.
When considering a logotype for your brand, think of you want to use this logo and if it fits into you’re brand theme and message. Think of where you’re going to use the logo? Printed on pens or on billboards? Do you need it to legible at different sizes?
Look at the industry you’re in, what types of logos are the most common and how you could be different, but still, makes sense to your business and brand. Having a bit of understanding of logotypes will give you a great start in finding the right kind of logo you need for your business and you.
Have you used a certain type of logo before and why?