A Logo is a graphic mark, emblem or symbol used to aid and promote public identification and recognition. A good Logo shows what a company does and what the brand values. Logo Design is all about creating the perfect visual brand mark for a company.
Logos are a point of identification, they're the symbol that customers use to recognise your brand. Ideally, you'll want people to instantly connect the sight of your Logo with the memory of what your company does - and, more importantly, how it makes them feel.
A Lettermark is a typography-based logo that's comprised of a few letters, usually a company's initials. A Lettermark is all about simplicity and they're much easier to remember. Examples are HBO, IBM and H&M.
Similar to Lettermarks, a Wordmark is a font-based logo that focuses on the business name alone. Think Visa and Netflix or Google. Wordmark logos work really well when a company has a succinct and distinct name.
This is an icon or graphic based logo and it usually represent real world objects. The biggest thing to consider when deciding to go with a Pictorial mark is what image to use. This is something that will stick with your company its entire existence. Good examples of companies that use this type of logo are Apple, Nike, Twitter etc.
An Abstract mark is a specific type of Pictorial logo. Instead of being a recognizable image - like an apple or a bird, it's an abstract geometric form that represents your business. This type of logo is used by companies like Adidas and Pespi.
Mascot Logos involve an illustrated character, often colourful, sometimes cartoonish and most always fun. A Mascot logo is a great way to create your very own brand spokesperson. KFC and Pringles use Mascot logos.
A Combination mark is a logo comprised of a combined Wordmark or Lettermark and a Pictorial, Abstract Mark or Mascot. The picture and text can be laid out side-by-side, stacked or intergrated together to create an image. Burger King, Doritos and RedBull all use this type of logo.
An Emblem consists of a font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact. Thus they are often the go-to choice for Schools, Organisations and Government Agencies.
A Logo’s colour can say a lot about a brand. For estabilished brands, a colour can be intrinsically linked to the business identity. Think of Starbucks famous white and green coffee cups or Cardbury’s iconic purple wrapping. And for new brands, their logo colour is an attempt to position their business with their desired customer.
| Association | Industry | |
|---|---|---|
| Sincerity, Purity, Cleanness, Simplicity, Hygiene, Clarity, Peace | Wellness, Tech, Medicine | |
| Nurturing, Warmth, Softness | Beauty, Toys, Lingerie | |
| Activity, Strength, Excitement, Stimulation. Considered up-to-date | Retail, Health | |
| Excitement, Liveliness, Energy, Extroversion | Fitness, Logistics, Tech | |
| Optimism, Extraversion, Friendliness, Happiness, Cheerfulness | Fitness, Digital, Budget | |
| Linked to Competence, Intelligence, Communication, Trust, Efficiency, Duty, Logic | Finance, Health, Tech, Insurance | |
| Sophistication, Glomour, Power, Stateliness, Dignity | Fashion, Finance, Automotive | |
| Luxury, Aunthenticity, Quality | Luxury, Tech, Design | |
| Ruggedness, Seriousness, Nature, Earthness | Confectionary, Coffee | |
| Nature, Security, the Outdoors | Eco-friendly, Health |