Your Organization's Logo - Much More Than A Picture

 Logo Design Services

Your logo is a graphic design - in type or symbol form - that conveys your name and character in your marketplace.

Outstanding logos are unique, simple, and strong representations of the companies they identify. To individuals seeing your signage, letterhead, packaging, ads, brochures, and various other communication that features a visual representation of the brand, your logo is considered the face of your business.

Most logos take one of the following forms:

  • The name of the business in a unique type presentation referred to as a wordmark
  • Initials of the business in a symbol called a lettermark
  • Symbol signifying the corporation, called a brandmark
  • Mixture of the three preceding approaches. For example: using a lettermark or a brandmark as the logo's attraction, along with the complete name of the company in a unique configuration that becomes the company's brand symbol

A wordmark turns your brand name into your logo by presenting it in a unique type style, often by incorporating artistic element that adds flair and memorability. Samples of widely and simply recognized wordmarks are the logos of FedEx, Google, and Kellogg's.

Think about a wordmark in these situations:

  • You prefer your logo to develop recognition for your name.
  • Your marketing finances are lean, and realistically, you just aren't in a position to gain widespread recognition of your symbol, so you're better off gaining recognition of just a distinct presentation of your name instead.
  • You wish to develop sub-brands under your primary brand, and you simply require a strong wordmark which will function as an umbrella over each line.

Lettermarks turn a company's initial or initials into a brand symbol. Some logos, the lettermark appears by itself, for instance the IBM logo, which long ago dropped any mention of the name International Business Machines. Other stand-alone lettermarks are the logos of GE, CNN, and Louis Vuitton.

Lettermarks are good logo choices when:

  • You would like make your name the primary emphasis of your logo, but you feel that your name is too long to be a good wordmark.
  • You'd like add a stylized monogram to a fairly straightforward presentation of your name in order to convey your brand personality.
  • You have the budget necessary to gain awareness for a lettermark in order for people begin to see the mark and bring to mind your business as well as name.

Brandmarks range from fairly literal to abstract designs. The best brandmarks become so associated with the companies they symbolize that, over time, consumers automatically think of the company whenever they catch a glimpse of the logo. Think of the Nike Swoosh or even the Mercedes symbol as instances of the power of great brandmarks.

Most brandmarks fit into these kinds of categories:

  • A representation of the business name; for instance, The Apple logo is an apple
  • A representation associated with the brand's primary offering; for example a catering company might use a knife and fork.
  • A representation of the brand's design promise. For example, a health spa may include a symbol representing a toned body
  • An abstract symbol which is instilled with meaning with the brand it represents. For example, the the Nike Swoosh.

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