Logos can come in different forms. Typically, there are 4 types of logos that we commonly see.
4. Combo of the above types
The name of the business represented in a unique combination of font, font-style, font-weight, letter spacing, color and line spacing. In other words, it is purely made up of text (i.e. company name) and nothing else.
When is it preferred to use a wordmark?
- If you want your logo to represent your business name more than anything else
- If you are or planning to become a conglomerate and it is difficult to represent all the things you do in some graphic form, just use text in a manner that speaks of the company’s vision.
- If you are a big professional electronic goods firm, wordmark logos look great on electronic products and may even reduce printing costs if the logos do not have a complex graphic.
Some famous examples of wordmark logos:
The initials of a business are presented in a symbol is called a Lettermark logo.
When is it preferred to use a lettermark?
- If the name is of primary emphasis for the company but it is too long to be a wordmark
- If you want to convey your business personality than its offerings which can be better represented by a stylized monogram
Some famous examples of lettermark logos:
A symbol/graphic that represents the company name/what it does.
When is it preferred to use a brandmark?
- Name is too long or cumbersome or not really important
- A symbol or shape will help to easily communicate the company’s value, promises and offerings
- If the target group of the client`s business is huge and spans a wide range of customers (age, language, geographical location etc.)
- Preferred for Software as a Service (SaaS) startups
Some famous examples of brandmark logos:
Logos can be made as a combination of the above types as well. For example, McDonald’s logo is a combination of lettermark and wordmark. It uses the letter M at its outlets exhaustively for an easier branding.
Apart from the aforementioned types, there are companies which have some unusual logos like animated logos, interactive logos, 3D logos etc. More about unusual logos in a later post. Stay tuned.