CHOOSING THE PERFECT LOGO FOR YOUR BUSINESS

I HELP BUSINESSES GROW & GET RESULTS BY CREATING LOGOS & BRAND IDENTITIES THAT ARE BACKED BY STRATEGY.

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When it comes to designing a new logo for your business or organisation, there is a lot to decide. Choosing the perfect logo for your business is not an easy task.

Everybody goes through the same process when creating branding… stressing that they must choose the right type of logo to succeed. When you look at many of the world’s most successful businesses and brands, their logos feature many aspects. There is no specific type of logo which guarantees benefits, however each style of logo has its own positives and negatives.

There are five main styles of logo:

  • Wordmark
  • Brandmark
  • Lettermark
  • Emblem / Symbol
  • Combination Mark
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unleashr Logo Design – Combination Mark

This article will explain the pros and cons of each, guiding you through each style and helping you to make the right choice to meet your objectives and requirements.

Wordmark

Wordmark, or text logos are ideal for those looking to establish their brand, company or organisation. Clearly spelling out the name of the brand, there is no guesswork required, helping to make it memorable and catchy.

Make your wordmark logo stand out by investing in a suitable font. One of the negative aspects of a wordmark logo is that other businesses can easily copy it, and may not be particularly unique. By paying for a high quality font or hiring a professional to draw the font, you can be certain there won’t be as many other brands using the exact same font, and your logo will stand out from the crowd.

Wordmark logos work particularly well when they feature a short and catchy brand name, making it easy for first-time viewers to know the name of the company.

Examples of wordmark logos include:

  • Coca-Cola
  • Google
  • Disney

Brandmark

Brandmark logos consist of imagery, symbols, or icons. One of the most famous examples of a brandmark is Apple’s logo.

Working perfectly in any country, a brandmark can be recognised anywhere in the world. However, one it its main limitations is that as it does not include any words, making it difficult for people to search for the logo or company if they are not already aware of its name.

Because of this, a brandmark logo is only recommended for those who have already established large levels of brand recognition.

Examples of brandmark logos include:

  • Shell
  • Nike
  • Apple


Lettermark

A lettermark logo is essentially initials, working to shorten a brand or company name as well as creating an eyecatching logo.

By shortening the name to its initials, you are able to represent the full brand name in a more concise way, as well as making it visually attractive and more memorable.

A large benefit of using a lettermark logo is the amount of space which can be saved, enabling larger logo positioning on any materials or websites while still reminding people of the full brand name, through association and awareness of the initials.

Examples of lettermark logos:

  • EA
  • CNN
  • IBM

Emblem

An emblem includes text, which is placed inside a symbol, making one shape which is regarded as the logo.

An emblem means text can form part of a visual logo, however the size of the text may be limited, as making it too small means it will not be legible inside the emblem.

One of the benefits is that the logo can be easily recognisable. Also, including text for those who are not yet familiar with the brand.

Examples of emblem logos include:

  • Starbucks
  • Burger King
  • NFL

Combination mark

A combination mark is a combination of both text and symbols used alongside each other to make the complete logo.

This is the most commonly found style of logo, combining wordmarks and brandmarks to make an easily recognisable and visual logo.

Combination marks can take more time to create, but have countless benefits. Another positive point for a combination mark is that it can work to help establish a brand, creating the option to take the text away and just use the symbol when the brand is better known.

Examples of combination mark logos include:

  • Red Bull
  • Adidas
  • Dropbox


Overview

Therefore, every logo has its own strengths and weaknesses. It is worth taking your brand objectives into consideration, as well as any specific imagery or messaging you would like to include, when deciding which style of logo fits best with your brand.

It can be worth liaising with a designer to speak about the ways you are able to get specific messaging across, whether it is visually or using wording.

These pros and cons should guide you with choosing the perfect logo and help decide which style you would like to use and which can benefit you most

Cover photo by Bench Accounting on Unsplash

Gergo Simara

Logo Designer | Web Designer | UX Designer | Father | Thinker | Creative Person

I am a Web and Logo designer based in Leicester, Oakham with a passion in helping small businesses and individuals to tell their stories through graphic design. I connect them to the right audience and assist them to become a powerful brand! When I’m not helping others kick-start their dream project, I am soaking up a new book or sketching my ideas.

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