Logos Communicate
Logos communicate broad ideas and meanings in a very limited compositional space; they are an independent compositional unit. The are:
- Primitive – simple marks similar to hieroglyphics or cave paintings
- Invested in meaning – what we see when we look at the logo isn’t always happening in the logo design itself but it’s happening in our own mind. Telegraphic communications – its inherently interactive. Nike sample – they wanted an Addidas logo, but they couldn’t have it. Magic and joy that makes it fun.
- They date back to Ancient Greece.
Brand, Identity
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Brand – The perceived emotional corporate image as a whole.
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Identity – The visual aspects that form part of the overall brand.
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Logo – Identifies a business in its simplest form via the use of a mark or icon.
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What makes a good logo?
Simple, Memorable, Timeless, Appropriate, Versatile
- Make it simple. A good logo is not “too busy” or crowded. Create a single dominant symbol that is bold and recognisable.
- Make your logo in black and white or single colour. This way it can be adaptable and reproduced in newspaper, fax or other simple medium that will require 1 or 2 colours only. Add colours when you have finalise your design.
- Make it appropriate for the business. Listen to your client. It should be evocative and suggestive of its intended values, branding, communication and service.
- Make it work well in all sizes. The logo that looks good on billboard must also look good on a business card and pens.
- Addresses the target market and stakeholders.
Types of Logos
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Logotype (also called wordmark): The name is spelled out in unique typography or lettering. They can be good for: a new company that wants to get your name out there. If your brand has a short name that won’t feel overwhelming when seen everywhere. Your name is your brand. Logotypes help reinforce the tie between visual memory and name recognition.
Lettermark: The logo is created using the initials of the brand name. You might choose a monogram if: You want the tie between your name and visual identity, but have a really long name. Or you work in an industry where shortening your name to initials is common.
Symbol mark: A pictorial, abstract, or nonrepresentational symbol visualized as an image or letterforms, which may or may not be coupled or combined with the brand name.
Character icon / Mascot: A character trademark that embodies the personality of a brand, cause, or entity. You might choose this type of logo if: You want to appeal to families or children. Or your brand thrives on being fun, friendly and upbeat. Or you want something flexible that can grow with your company and be used in diverse ways.
Emblem: A combination of words and images that are always seen together, never separated. They convey: Your brand wants to convey a sense of tradition and/or longevity and a sense of gravitas.
Combination Mark: Graphic and text. A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image.
Lettermark: The logo is created using the initials of the brand name. You might choose a monogram if: You want the tie between your name and visual identity, but have a really long name. Or you work in an industry where shortening your name to initials is common.
Symbol mark: A pictorial, abstract, or nonrepresentational symbol visualized as an image or letterforms, which may or may not be coupled or combined with the brand name.
- Pictorial symbol: A representational image, resembling or referring to an identifiable person, place, activity, or object. You might choose a pictorial symbol if: Your brand name lends itself to be being drawn literally. The Apple logo, for example, is a clear example of a brand name being drawn literally. You want to create a sense of brand personality with an image that you wouldn’t otherwise be able to with just your name.
- Abstract symbol: A simple or complex rearrangement, alteration, or distortion of the representation of natural appearance, used for stylistic distinction and/or communication purposes.
- Nonrepresentational or nonobjective symbol: Purely invented and not derived from anything visually perceived. It does not relate to any object in nature. It does not literally represent a person, place, or thing.
- Letterform symbol: Letterform(s) used as the symbol coupled with the brand name.
Character icon / Mascot: A character trademark that embodies the personality of a brand, cause, or entity. You might choose this type of logo if: You want to appeal to families or children. Or your brand thrives on being fun, friendly and upbeat. Or you want something flexible that can grow with your company and be used in diverse ways.
Emblem: A combination of words and images that are always seen together, never separated. They convey: Your brand wants to convey a sense of tradition and/or longevity and a sense of gravitas.
Combination Mark: Graphic and text. A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image.
Iconic Logos and Designers to explore
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A Closer Look
Starbucks Logo
The Starbucks Logo Has A Secret You've Never Noticed | Fast Company
“As a team we were like, ‘There’s something not working here, what is it?'” recounts global creative director Connie Birdsall. “It was like, ‘Oh, we need to step back and put some of that humanity back in. The imperfection was important to making her really successful as a mark.”
“As a team we were like, ‘There’s something not working here, what is it?'” recounts global creative director Connie Birdsall. “It was like, ‘Oh, we need to step back and put some of that humanity back in. The imperfection was important to making her really successful as a mark.”
Michael Beirut on Logo Design
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Empty vessels and you pour the meaning into them. —Bierut
Resources
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