HOW TO CHOOSE THE RIGHT LOGO FOR YOUR BUSINESS
The first step in the process of creating your logo is to choose which type of logo design would suit your business best.
I categorise logos into 5 types.
WHAT IS A LETTERMARK?
A lettermark is a type of logo design that uses typography to create a distinctive mark or symbol for a brand. Lettermarks typically consist of the initials or abbreviation of a company's name, rendered in a unique and stylised way. The goal of a lettermark logo is to create a memorable and recognisable visual identity for the brand that can be easily reproduced across various media.
Well-known examples: IBM, CNN, HBO, NASA
WHAT IS A WORDMARK?
A wordmark is a type of logo that consists solely of the name of a brand or company, often stylised, or customised in a distinctive way. It relies on typography and design to convey the brand's identity and message, rather than incorporating symbols, images, or graphics. Wordmark logos are often simple, clean, and memorable, and are commonly used by well-established brands with strong brand recognition.
Well-known examples: Visa, Coca-Cola, Google, Sony
WHAT IS AN ABSTRACT LOGO?
An abstract logo is a type of pictorial logo that uses shapes, colours, and patterns to represent a brand or company. Unlike other pictorial logos that feature recognisable images or objects, abstract logos are not restricted to a literal interpretation of the brand's identity. By using colour and form, abstract logos can attribute meaning and cultivate emotions around the brand, making them a powerful branding tool. Through an abstract logo, a brand can convey a sense of creativity, innovation, and modernity, and establish a unique visual identity that sets it apart from competitors.
Keywords: Abstract Symbol / Icon and Typography
Well-known examples: BP, Pepsi, Adidas, Airbnb
WHAT IS A PICTORIAL LOGO?
A pictorial logo, also known as a brand mark or logo symbol, is a type of logo that uses stylised icons or graphics to visually represent a brand or company. These logos are often emblematic and can be instantly recognisable without any accompanying typography. Pictorial logos can be descriptive or symbolic and can convey a desired idea or emotion. They are often versatile, working well in a variety of applications, and can help to establish a strong visual identity for a brand or company.
Keywords: Figurative Symbol / Icon and Typography
Well-known examples: Apple, Twitter, Android, World Wildlife Fund
WHAT IS AN ILLUSTRATIVE LOGO?
An illustrative logo is a type of logo design that involves intricate and detailed illustrations or designs. These logos are made up of complex design elements, often depicting an element related to what the company does, its name or even a mascot or character that represents the brand. Illustrative logos are usually very detailed and visually complex, requiring a high level of skill and creativity to create. They are often used by businesses that require a more detailed and specific representation of their brand or product, rather than relying on simple iconic or typographic logos.
Keywords: Caricature / Mascot / Illustration and Typography
Well-known examples: KFC, Mozilla Firefox, Pringles, Mailchimp