YOUR COMPANY LOGO AND WHAT IT SAYS ABOUT YOUR BRAND

Your Logo is the front digital window of your business. It’s probably the very first impression someone will experience with your visual brand.
If your business is to be memorable and sell your services/products it’s really important that the first impression is positive.

But if your logo looks like a mediocre window with an unattractive frame your business is going to be ill-judged.
Surveys reveal that how you present your business online is more important than how you present yourself in person, especially with Millennials and Gen Z.

What Is A Logo?
A company logo is a symbol of your company’s identity. It creates a first impression of your company and expresses your company’s value all in one. People have learned to associate a brand’s logo with its values and character.

Consumers need 5 to 7 impressions before they recognize a business’s logo. That’s why it’s important to use your company logo everywhere, on billboards, t-shirts, product packaging, etc. The more people who see your logo, the more memorable you’ll be as a company.

Your Logo speaks volume of your brand, your company’s history, values, or personality. The colors, font, and type of design you use all have a psychological impact on your potential and existing customers.

Every company is different, which is why there are many different logo types. It can be as simple as a company name written in a stylish font, or as complex as an abstract design that, at first glance, seems to have nothing to do with the brand.

There Are 7 Types of Logos and they are;

1. Wordmark
A wordmark (also known as a logotype) is the company’s name, usually written in a colorful, appealing font. And it is usually iconic.

• Features Of A Wordmark Logo:
  They are great, especially if it’s a new company that is just starting to get your name out there.
• This type of logo is best if your name is short and concise.
• When choosing a wordmark logo, choose a font that reflects your brand personality (as long as it isn’t Comic Sans).

Example of A Wordmark Logo is Coca cola

2. Lettermark
Lettermarks are very similar to wordmarks as they also use text. The difference is these logos are monograms or abbreviations instead of the full, written out company name.

• Features Of A Lettermark Logo:
  Lettermarks are great for companies with long names that are difficult to memorize or pronounce.
• These logos are short and easy to print on a wide-range of advertising materials, from billboards to coffee mugs.
• In this digital world, lettermarks are great because they’re easy to shrink down to tablet or mobile.
• Do you do a lot of international work? Lettermarks have global appeal and are easier to translate.

Example Of A Lettermark Logo is CNN

3. Letterform
A letterform is also not too different to a lettermark, but the difference is it’s a one-letter logo instead of an abbreviation.

Features Of A Letterform Logo:

• There are only 26 letters in the alphabet. Your design needs to be creative enough to stand apart.
• Be ready to change your logo in a few years to keep up with design trends. Letterforms can look outdated if they’re not refreshed from time to time.
• Don’t be too abstract. The letter should be easy to decipher at a quick glance.
• Letterforms are very scalable, which makes them easy to use across all advertising mediums both online and offline.

Example Of A Letterform Logo is Geeksvillage

4. Brandmark
Brandmarks, or pictorial logos, are a concrete or abstract image with no text.

Features Of A Brandmark Logo:

The brandmark should represent your brand’s history or a service/value you have to offer.

Consumers will form a psychological connection or emotional response to your brandmark.

Your logo can be a concrete object (the Twitter bird) or an abstract symbol (Nike’s swoosh).

This type of logo design is not recommended for new companies who don’t have brand recognition.

Example Of A Brandmark Logos Is Nike

5. Combination Mark
This is a logo that has the combination of an image and wordings together. If you are having a hard time choosing between images and words, simply go with a combination mark logo.
It is the easiest type of logo to trademark if trademarking is important to your company.

Features Of A Combination Mark Logo:

• Lay out the text and image in a way that is unique to your company, but still readable.
• Use color wisely, making sure the colors of the text are harmonious with the colors of the image.
• The text can be either a monogram or your full company name.

Example Of A Combination Mark Logo Is Pepsi

6. Emblem
An emblem is very similar to a combination mark, the only difference is the image dominates the design. Picture it like a family crest or badge, with a professional, stylized appearance.

Features Of A What Emblem Logo:

• Emblems reflect professionalism and traditionalism, which is why they’re often used by colleges and the government.
• The automotive industry is also a fan of emblems since they bring a classic appeal to the cars.
• Family-owned companies or those who have a long history benefit from using emblems.
• This type of logo tends to be less versatile than other designs. This makes it tricky to print the logo on small promotional materials like pens and business cards.

Examples Of A Emblem Logo Is Starbucks

7. Mascot
This isn’t as common as other logo types, a mascot is a character used to represent a company. The mascot can stand on its own and still be associated to a brand.

• Features Of A Mascot Logo:
  A mascot is best for fun, energetic companies. Law firms, doctors, and other formal industries shouldn’t use these cartoon characters!
• If your target audience is kids or families, a mascot can be a good branding opportunity.
• Mascots have the most offline appeal. They’re not really effective on your website, but look great when used in commercials and printed on product packaging.
• Everyone wants to take pictures with a brand mascot, which could mean a lot of exposure on social media.

Example of Mascot Logo Is KFC

Importance Of A Logo
The purpose of a logo is to make an organization easier to identify. It builds recognition, which puts you in the minds of potential consumers. It also fosters loyalty, which keeps those consumers glued to you. Which is why it’s important that your design is noticeable and makes a permanent impression.

Qualities Of A Unique Logo
The type of logo you use is important, but there are other factors as well that will impact the success of your design. Color, font, scalability, and uniqueness are all important when it comes to creating a new logo for your business.

Qualities Of A Good Logo Includes:

1. Good Color Scheme
Color is everything when it comes to a good logo design. In fact, a colorful logo can increase brand recognition by up to 80%. Each hue is associated with certain personality traits or feelings, which in turn, will become connected with your brand.

2. Typography
If you have typography in your design, make sure that it’s easy to read. Use a font that will work on the web and offline on items like promotional merchandise and packaging. Helvetica, Proxima Nova, Avenir, Garamond, and Sans scripts are all good choices.

3. Clear, Simple Imagery
People aren’t going to study your logo like fine art in a museum. They will likely give it a passing glance as they go about their day and will then form a first impression of it in about 10 seconds. For that reason, it’s important that your logo is clear and simple.

4. Unique And Distinct Appearance
The average person sees about 5,000 ads per day. It’s a world saturated with logos, so it’s important that yours is memorable and stands apart. Find inspiration in a place that’s unique to you, whether it’s a funny story about your company’s founder, or even cool imagery from the latest book you read.

5. Scalability
Your logo is going to be everywhere – online, offline, starring on TV, in magazines, on packaging, on promotional swag…the list is endless. With that in mind, you need a design that can be enlarged or shrunk down without looking blurry or distorted.

6. Timeless Appeal
Now’s not the time to make a reference that’s going to be outdated a year from now. Make sure that your logo is relevant for generations. It’s the best way to establish your place in this competitive business world!

How A Logo Shouldn’t Be Like:

1. Overly Artistic, Detailed, or Busy
The human brain is fickle. It likes to do as little work as possible to make sense of what you’re seeing. A detailed or busy logo is less likely to stick in the mind than something simple. Plus, these logos tend to be more difficult to scale, which hurts you in the long run.

2. Difficult on the Eyes
A bad color scheme or confusing jumble of geometric shapes could turn your logo into an eyesore. Aim to use a maximum of four colors and don’t make the design too abstract.

3. Hard to Read
Even if your font is super basic, it’s better for it to be legible. You don’t want a potential customer to be confused about whether or not your company name starts with a “G” when it’s actually a “D.” It’s also a good idea to stick with one font and to use as few words as possible.

4. Easy to Misinterpret
The worst logo designs are so bad that you see them and immediately think of something inappropriate. While this is funny for memes, it doesn’t do you any favors if you’re trying to be taken seriously as a company.

5. Never Constant
While companies like Gap and Airbnb have done successful rebrands, it’s much better to be consistent. Establish your history and stick in the public consciousness by using the same logo for years. If you do change it up, make sure it’s inspired by your previous designs.

6. Too Similar to Another Logo
You’re an original and shouldn’t be confused with any other company. So even though you’re a huge fan of Coca-Cola, you shouldn’t copy their trademark design. Not only does this cause confusion for customers, but it also makes you liable to lawsuits!

7. Not Representing Your Brand
Let’s say you’re a serious law firm. You have no business using a fuchsia unicorn as your logo! Do a pulse check and make sure the image, text, and colors you use are all in harmony with your brand’s personality.

In Conclusion
If a Logo is the face of a person, the face should be fine and should be attractive. Sure, some elements may change, but your design will ultimately be with you until death do you part. Keep it simple, choose a good color scheme.

Geeksvillage Prints are experts on all things printed and promotional. Let our team of help you design the best logo for you today.