Your Company Personified
Sight more than any other sense provides information about the world. Through repeated exposure logos become so recognizable that companies such as Apple, Target, and Nike have actually dropped their names and just used the symbol part of their logo in their national advertising.
Wondering what that means to your company? A logo represents all of the memories and experiences a customer has had with you. You can easily help your customers recall a shared history with one unmistakable icon.
We are often asked “Why would I need a logo?”
A logo helps build credibility, trust, and confidence in your company and says that you are not a fly-by-night operation. Businesses that are represented by a logo say to their customers that they are solid, stable, and will be here in the future.
There are many different situations where a new logo could be appropriate. If you don’t have a logo already, you should definitely consider getting one as soon as possible.Without one, you lose the ability to have your customers easily associate all of the great experiences they’ve had with your brand identity. You should also strongly consider a new logo if your company is having a name change, merging, or if you are planning on breathing new life into your old business.
Wordmark – A wordmark is the company’s name and can sometimes be stylized with subtle juxtapositions. Popular examples include: FedEx, Prada, Sears, Dell, Canon, or SONY
Pictoral Mark – A pictorial mark usually is a literal translation of the name of the brand or has an identifiable picture to represent the company. Popular examples include: USPS, Puma, Merrill Lynch , or Apple
Abstract Mark – An abstract mark usually conveys nuances about a company, or can have multiple meanings designed into it. Yahama’s icon at a glance looks like a snowflake or a star, but it’s actually a tuning fork (from their musical roots) but also conveys spokes of a motorcycle which is another one of their markets. Popular examples include: Sprint, Nike, Reuters, or Yamaha
Letterform – Letterforms are usually 1 or 2 letters to identify a company’s brand or product. Popular examples include: Motorola, Clinique, McDonalds, or Safeway
Emblem – An emblem showcases the name and sometimes the attributes of a company within a seal or a badge-like shape. Popular examples include: Starbucks, BMW, Harley Davidson, or SAAB
Character – A Character logo is kind of like a mascot. Only a logo expert is able to pull off one of the most challenging of all logo types. Popular examples include: Borden (Betsy the Cow), Geico (the gecko), Coppertone (Coppertone Girl), or Toys ‘R’ Us (Geoffery)
Web 2.0 – Web 2.0 is a category of logos that tend to have 3-dimensional effects, glossy textures, bright colors, and/or fun themes. They are usually very approachable. Popular examples include: Skype, Google Chrome, AT&T, Yelp or Flock
