In this following article, I will describe the different logo-styles and when best to use but first, lets start with the main purpose of a logo.
What’s the main Purpose of a Logo?
The purpose of a logo is to communicate a desired thought or feeling and generate a preferred emotional response, leaving a greater impact than words alone can do. This is the simplest and most direct way of promoting a business presence; a logo describes a company or organization without a lengthy explanation.
Logo design in general triggers people’s memories of previous experiences with the company and is a symbol that apprises trust, identity or authority.
Nevertheless, the logo-style that will work best for the company depends on a number of considerations, such as the recognition by the company’s audience, the philosophy of the company and a variety of other factors. If a logo appears unprofessional, so will be the public’s view of the company it represents. A well-designed logo will help to increase visibility and, what’s most important, sales.
Logo design comes in all kind of colors, shapes and sizes; There are 4 ’main’ styles that can be classified to use for your logo: text logo’s, symbol logo’s, combination logo’s and illustrative logo’s. Each logo-style has it’s own underlying benefits.
1. Text/Typographic Logo’s
2. Symbolic Logo’s
3. Combination Logo’s
4. Illustrative Logo’s
A text logo, or typographic logo, is a type-based logo consisting only the name of the company. A text logo is the simplest form of logo and sometimes this can be a great option.
This logo-style can also include some graphic elements such as boxes, lines, borders – that surround, interact with or even form the letters. However, the graphic elements should be used as an accent to the text, but it should be kept to a minimum, not as a major or equally-weighted part of the logo.
When to Use:
If the business name is made up of many words, that are not easily abbreviated or appropriate as abbreviation, designing a text logo will keep the logo simple and clean (KISS: “Keep It Simple, Stupid“). Or if developing a logo for a large company that offers many types of services, products, or a combination of both, it may be hard to design a single picture or symbol. Another advantage of a Text Logo is that they are timeless and classic.
Symbolic logo’s commonly feature very simple symbol, abstract mark and/or graphics that interpret an abstract representation of the company. This type of logo includes only symbols, images and shapes, no words or text is being used.
Symbolic logo’s can help the (global) presence of a company, service or product to get a higher level of brand recognition, that speaks to the target audiences.
When to Use:
For some time now your company has been using a combination logo and now has built up enough brand recognition for your symbol/mark to stand alone, creating an elegant and clean solution. This switch is quite common for a logo to take place when your company expands.
This is the the most common type of logo, with some sort of design reflecting what the company does, along with the name of the firm as part of the logo. The logos which fall into this category focus mainly on visual appeal. They are made with so much detail that they can be easily recognized and technically easier to use in most media usages.
When to Use:
A combination logo can offer your company the best of both worlds: both visually strong and informative. The symbol can interpret the services of the company, while the company name increases brand awarness. An very good choice for (starting) small or medium enterprises, that are just beginning to build their brand.
Illustrative logos (Illustration-based representations) are usually more complex and detailed than their symbolic, combination or text-based counterparts, and are a highly-rendered pictorial representation of some aspect of the company being portrayed. This type of logo focuses in on the name, the business concept or a company character / mascot that can be developed. The illustration needs to be self-contained enough to be effective to give strength to the image of the company.
When to Use:
Once established, has a very high recognition factor (characters, mascots). Besides giving information regarding company standards, an illustrative logo can make a long lasting and enduring impression on potential clients.
The logo-styles posted in this article are meant to determine the best type of logo for your company. Choosing the right logo-style is the first step in building your company’s visibility, credibility, and memorability. As in all manners of creative design, there are no absolutes and this area is meant for reference only.