LOGO, YOU NEED TO KNOW

Lettermarks (Monogram Logos)

A lettermark is a typography-based logo that’s comprised of a few letters, usually a company’s initials. The lettermark is all about simplicity. By utilizing just a few letters lettermark logos are effective at streamlining any company brand if they have a long name. Because the focus is on initials, the font you choose (or create) is very important to make sure your logo is not only on-theme with what your company does, but also legible when you print on business cards. Also, if you’re not an established business already you may want to add your full business name below the logo so people can begin to learn who you are right away.

Lettermark logo, typography will be an important decision. Since the focus will be on your name, you’ll want to pick a font—or create a font—that captures the essence of what your business does. For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government agencies almost always stick to traditional, “heavier” text that feels secure.
Consider a lettermark logo if your business happens to have a long name. Condensing the business name into initials will help simplify your design and likewise customers will have an easier time recalling your business and your logo.


Wordmarks (Logotypes)

A wordmark is a good decision if you’re a new business and need to get your name out there, just make sure that name is short enough to take advantage of the design. Anything too long can look too cluttered.
A wordmark logo is a good idea if you have a distinct business name that will stick in customers’ minds. Having your name in a great, designed font will make your brand all the stickier.
Both lettermark and wordmark logos are easy to replicate across marketing material and branding thus making them highly adaptable options for a new, and developing, business.Remember that you’ll want to be scrupulous when creating a lettermark or a wordmark.


Logo Symbol (Brandmark)

In the same way, brandmark logos (which consist only of a symbol or icon) can give your audience a clear representation of your company’s identity without the use of words or letters. This makes them very useful for global companies since consumers in other countries can associate the logo design with an identity regardless of what languages they understand.
The best choice for a new startup or a smaller company that’s trying to get people more familiar with their brand.
Because of this, it can be a tricky logotype for new companies, or those without strong brand recognition, to use. This is something that will stick with your company its entire existence.

The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand.
A Logo Symbol mark alone can be tricky. It’s effective if you already have an established brand but that’s not a hard and strict rule. You can use brandmark to your advantage to convey what your business does graphically if your name is too long, and they can also be used effectively to convey a desired idea or emotion.
Logo Symbol and abstract marks also work quite well for global commerce if, for example, a business name doesn’t lend itself well to translation.
A pictorial mark, however, may not be the best idea if you anticipate changes to your business model in the future.
Abstract marks allow you to create a completely unique image for your business, but are best left to design professionals who understand how color, shape and structure combine to create meaning.


Combination (Text and Symbol)

56% of the top brands’ logos incorporate both text and a symbol. Combination marks (occasionally known as iconic logotypes) are the best of both worlds, so it makes sense that they’d be so popular; they spell out the name of a company while simultaneously associating it with a visual icon.

Because combination marks are more complex, they require more time and thought to design effectively. But that extra work gives you a logo design that’s more versatile than most. These logotypes can often be split apart, giving you the ability to use the text or the symbol independently if the situation calls for it.

A combination mark is a great choice for pretty much any business out there. It’s versatile, usually highly unique, and the most popular choice of logo among prominent companies.


The Emblem

Unlike combination marks, which position text and symbols side-by-side, emblems involve placing text inside of a symbol so that the two are practically inseparable. An emblem logo consists of the font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact, thus they are often the go-to choice for many schools, organizations or government agencies. The auto industry is also very fond of emblem logos. While they have a classic style, some companies have effectively modernized the traditional emblem look with a logo designs fit for the 21st century.

An intricate emblem design won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small before it becomes too difficult to read. Also, if you plan on embroidering this type of logo on hats or shirts, then you’ll really have to create a design that is on the simple side or it just won’t be possible. So, as a rule, keep your design uncomplicated and you’ll walk away with a strong, bold look that’ll make you look like the consummate professional.

An emblem’s traditional look might be favored by lots of public agencies and schools but it can also serve any up-and-coming private business quite well, especially those in the food and beverage industry: think beer labels and coffee cups (Starbucks!). But remember to play it safe when it comes to detail. You still want a design you’ll be able to print neatly across all of your marketing material.