Which Is Right For
You?
Wordmark Logo
The most widely used of all logo
types, the wordmark focuses on text and typeface but can
incorporate other elements as well. A wordmark may be best
suited for companies whose name effectively describes what
they do (Office Max, Home Depot) WIthout graphical elements to
convey that message, a literal interpretation of the words is
often necessary. (For example, we know that Gilmore & Rey
are accountants because the logo literally tells us so.)
A wordmark is often text only with unique typographic
treatments (Microsoft, Sears, Yahoo). Most often however, the
company name is incorporated together with simple graphic
elements to create a clean, simple identity. The
representation of the word essentially becomes a symbol of the
company. See Typographic Considerations for more
information.
Choose a wordmark when:
Communication
funds are limited and should be focused on name
recognition.
Your name is reasonably distinctive but not
(yet) a household word.
You want to associate products or
subsidiaries with the parent more clearly and directly than a
symbol permits.
Lettermark Logo
Similar to a
wordmark, a lettermark is a wholly typographic mark, usually
involving initials or abbreviations. Monograms and anagrams
are lettermarks. The representation of the letter(s)
essentially become a symbol of the company. See Typographic
Considerations for more information.
You should
consider a lettermark logotype only when:
Your initials
translate graphically better than your actual name.
You
need to link subsidiaries to the parent and cant easily use
the name.
You can afford to teach the public what the
lettermark means.
Brandmark Symbol
A simple but
strong graphic symbol, often abstract, that complements an
aspect of a business or service and represents a company by
association. (Think of NIKE or Apple Computer.)
You
should consider a symbol only when:
You need an emblem on
a product.
Your name is too long, too generic, doesnt
translate well globally, or has no personality.
You need
to link subsidiaries to the parent and cant easily use the
name.
You can afford to teach the public what the symbol
means.
Iconic Logotype
Iconic logotypes are also
referred to as combination marks. An iconic logotype generally
combines a brandmark symbol with a wordmark. The combination
can be loose or integral (as in the Jesters logo above) . With
a loose combination, the elements can be used together or
seperately. A well designed iconic logotype can communicate
what a company does as well as reflect the company
personality.
Since Iconic Logotypes communicate more
readily than other logotypes, less marketing is required for
the logo to be effective. Therefore, iconic logotypes are the
most cost effective type of logo design available and are
ideal for statups or small businesses with limited marketing
budgets.
Choose an iconic logotype when:
You are a
startup enterprise or small business with limited funds.
Your name is reasonably distinctive but not (yet) a household
word.
You need an emblem on a product, but want more than
just a symbol.
Author
Name: Kelly DaileyAuthor
Email: kellyd@logosharx.comAuthor Website:
http://www.logosharx.com
