Types of Logo Design
It all starts with a perfect logo! A logo is the visual identity of your brand that incorporates core values and ideas of your business. Every brand needs a logo to represent its attributes and values in the market.
According to a research, first impression is always important for the business when developing loyalty. 48% of the consumers are more likely to become loyal to the business when getting any service or purchase a product for the first time. The article presents 7 types of logos with different examples that will help you decide which logo design is best for your brand.
Emblem – these are the oldest form of a logo and is also known as crests or seals. The emblem is a symbol that incorporates your participation in a specific industry, the values you share, and the ideas you stand for. Emblems can be used for both non-commercial and marketing purposes. An Emblem is a type of logo that incorporates text inside of a symbol. It is an ideal way of integrating traditional quality, delicate linework, and detailed, small imagery to your logo design.
Emblem logos share the same elements. However, each of these elements is a timeless image symbolizing the personality of the brand. This logo type captures values, history, and products in an "instantly recognizable mark." In general, emblem logo designs are used by government agencies and schools. Emblems are a perfect choice to convey a sense of longevity and tradition.
WordMark – also referred to as logotypes, font-based logos, and text-only logo designs. It is a unique-text only typographic treatment of the brand name explicitly designed to convey a brand's positioning and attribute. Wordmarks are an ideal choice to let your audience know what your business is called.
This type of logo design is best to use when the brand name is distinctive and short, and sticks in the mind of the potential audience. Since the focus is on the name of the business, so the selection of a font is important when designing wordmark logos. For instance, use elegant and clean fonts for fashion labels, while heavier text works best for government agencies.
Monogram logos – it is a symbol or a motif designed by combining two or more letters to create a single symbol. These types of logos are commonly used for representing the initials of the business or the person. Additionally, letters in this logo design may be incorporated with images for illustrating the brand's concept. Monogram logos work best in global markets and is a perfect choice for brands that may have long names. This type of logo design is all about minimalism.
Brandmark– it is a symbol that represents a brand without using the name. Brandmarks are used by the world's most recognizable companies that feature an illustration or graphic image. It is used for highlighting an aspect of the service or product the business sells by connoting a strong graphic or symbol.
Also, it is used for representing the company by association, relying on the ability of the design to evoke the viewer's emotion. Brandmarks are ideal to use for internal communications when you want to be 'subtler' with your branding. For instance, Nike swoosh implies motion, correctly representing the company's line of athletic wear and shoes.
Abstract Logo Marks – abstract logos simply means that service or product is being represented through an icon or abstract symbol. This type of logo design offers a unique style to the brand and helps in getting the attention of the customers. Furthermore, abstract logo marks rely heavily on the conceptual and visual language of shape, form, color, line, figure, and symbolism.
It is an abstract geometric form that represents your business, and they condense your brand into a single image or symbol. The major advantage of the abstract logo mark is that business can convey what your company does symbolically, without even depending on the cultural implications of the particular image.
Mascots – mascot is a personified image or character that becomes a brand's symbolic representation. In general, it is a thing or a figure that brings good luck and is used for communication culture and value to the customers. This type of logo design helps in establishing a personal connection with the customers that results in increasing a brand's trust value. Mascots are best to use when a brand wants to appeal to children or families. This type of logo design incorporates illustrated character with a positive feeling to your brand or logo design.
Combination marks – this type of logo design combines symbol or icon and wordmark to provide flexibility and helps in building brand recognition. Combination marks allow easy rebranding, enhance a brand's message, and helps in clarifying what a business is all about.
It is a perfect design to tell a story about your organization while creating memorable visuals of the brand. Additionally, it offers flexibility for using either or both symbol or brand name. Combination marks include both name and image, so it is a versatile choice to reinforce your brand.
A combination of both text and symbol creates a distinct image together; thereby these logo designs are easier to trademark as compared to the pictorial mark.
Logos define how people recognize your brand and help in expressing how you are different from your rivals.
A logo is a functional and simple signpost, allowing people to find and identify your brand. The business needs to have a unique logo that incorporates a distinctive and attractive design concept, elements, and colors in a unique way that makes a long-lasting positive impression on the customers.
The Creative Process of Designing a Logo in 7 Steps
The process of logo design is a combination of strategic thinking, investigation, and design excellence. Every logo project is different regarding style, scope, and industry. The process of logo design itself remains relatively consistent. It includes understanding the needs and requirements of the clients through research and questions, developing and creating the concepts, and finally expanding and discussing the design into all the forms the client may require to start business branding.
Initial Graphic Design Process – Design Brief
The first step in designing a professional logo is to build a creative design brief. To understand the needs of clients, it is important to ask questions from the client to develop a clear business understanding of their industry. To realize the goals and objectives of the company is critical when designing a logo.
The designer should collect maximum information as it will help in understanding in what capacity and on what scale logo should be designed.
A logo designer should also learn related to the target audience of the company. The logo should be designed in a way that attracts and reflects the correct demographic. Additionally, a designer should also learn whether the brand has a visual aesthetic, and if there is an existing style or color scheme established. In some instances, a new logo might be a unique chance of creating a brand new visual identity.
Research the industry or field help designers to get the idea regarding the environment where the logo is going to live in. As a designer, you need to understand and analyze all the latest trends and, based on your research, select the best design and font to create a visually aesthetic logo. In most of the cases, clients fail to deliver what they envision for the logo.
Asking appropriate questions will help in understanding the basic idea or concept of the logo. Additionally, searching for various themes will provide maximum material when brainstorming and sketching the logo concept in the process. Moreover, asking questions with the client will help in understanding the products or services they are offering. In-Depth research related to the latest trends of logo designing is always necessary.
Conceptualization and Brainstorming
All the designers are different; however, identifying keywords related to the company will help in understanding the products and services of the brand. These keywords will help in inspiring possible visual representations of the organization.
Once you get a complete understanding of the design, ideas begin to flow onto the paper in the form of text, shapes, and visual symbols. Now, you should conceptualize the themes, and sketching these ideas on paper will allow you to examine all the possible directions and angles.
After completing the phase of research, conceptualization, and brainstorming, the process of draft production begins. The concepts you have drawn onto the paper, or you have inside your mind will now be implemented digitally by using a vector-based drawing program. Ideas that you have developed during the brainstorming and sketching phase will be recreated to redeveloped on the computer.
These ideas will be created by using a perfect match of colors and stylish or decent fonts representing the client's idea digitally. There are various types of logos, including emblems, wordmarks, mascots, combination marks, brand marks, etc. It is the responsibility of the logo designer to set the tone for the whole by using an appropriate style of the logo. Testing each option of the logo with unique fonts will help in leading a more effective final product – logo design.
This phase is all about stepping back to the period of a design brief and validating whether you have created the logo as per the requirements mentioned by the client. Additionally, this phase provides a time of reflection while giving a chance to the designer to get back to the project with a whole new perspective.
The process of designing the logo itself is very involved, so getting the insight from the additional sources would be highly beneficial. After getting back towards designing of the logo, it is important to make sure that the most effective iterations are selected and assembled for presentation.
Feedback of the Client
In the previous phases, various options are created that will help you select the most effective choice to present your logo. In some instances, the logo design is delivered contextually as it provides a better way of giving a client's envision and how it will look on the collateral piece.
After sending the initial design of the logo to the client, the designer considers the mentioned feedback, and changes are incorporated accordingly. The revised version of the logo design is again delivered to the client, and there are many rounds of revisions before finalizing the product.
Delivery of the Final Design
After delivering the improved design of the logo and the client is now satisfied, different file types of the logo design are generated in different formats. These file formats are used further for various options. Major types of file formats include TIF, EPS, AI, JPEG, PNG, and PDF.
Many clients ask for the black and white version of the final logo.
Additionally, a separated simplified version is also required where the "full-size logo" is highly detailed, and it does not scales down correctly. After delivering the final files, think about employing the logo on the promotional products and marketing materials. As in most of the cases, clients demand to create the full brand identity system by using the provided design of the logo.
There is no concrete or sure-fire way to come up with a perfect logo design every time. You are required to process to suit the goals and needs of the project, adapt, incorporate, and implement your unique concepts. For this reason, it is crucial to have a clear understanding related to types of logo designs and when to use these designs.
Always remember that logo lives both physically and digitally, so make sure to get the best visual identity of your brand. A well-designed logo strengthens your brand image, providing you with an advantage to appeal to your customers.
Whatever design of the logo you choose, it should leave an impression of your brand as they serve the forefront of your entire visual identity and will help in establishing credibility and trust with customers. This article will help you decide which logo design works best for your business and will emphasize the benefits of your brands in the best possible way.