A symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.
A logo is a graphic mark, emblem, symbol, or stylized name used to identify a company, organization, product, or brand. It may take the form of an abstract or figurative design, or it may present as a stylized version of the company’s name if it has sufficient brand recognition. Logos are a point of identification; they’re the symbol that customers use to recognize your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does – and, more importantly, how it makes them feel.
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Types of Logos
1. Monogram logos (or letter marks)
Monogram and letter mark / letter logo is a design consisting of one, two or more alphabetic letters combined or interlaced, commonly one’s initials. Monograms are often made by combining the initials of an individual or a company, used as recognizable symbols or logos, often printed on stationery, embroidered on clothing, etc. Many companies and organizations adopt a letter mark and monogram for a logo, usually with the letters of their acronym.
2. Word marks (or logotypes)
Word mark logo design is all about keeping it simple. Similar to a letter mark, a word mark or logotype is a font-based logo that focuses on a business’ name alone. Think Visa and Coca-Cola. Word mark logos work really well when a company has a succinct and distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
3. Pictorial marks (or logo symbols)
Brand marks – or pictorial marks – are logos that are made up of a graphic symbol or icon, one that (usually) represents a real-world object. We’re talking something simple and straightforward, like the outline of a tree or a coffee mug. the iconic Apple logo, the Twitter bird, the Target bulls eye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
4. Abstract logo marks
Abstract logo designs are more than just shapes and patterns. They are the perfect styles of designs as they allow the business and designers to represent multiple aspects of the brand in a single image.A few famous examples include the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow you to create something truly unique to represent your brand.
Mascot logos are logos that involve an illustrated character. What your mascot actually is completely depends on you and the message you want to send to your audience; some elect to go with mythical creatures and abstract beings, while others choose a more realistic figure to speak for their brand.
A mascot is simply an illustrated character that represents your company. Think of them as the ambassador for your business. Famous mascots include the Kool-Aid Man, KFC’s Colonel and Planter’s Mr. Peanut. Mascots are great for companies that want to create a wholesome atmosphere by appealing to families and children. Think of all those mascots at sporting events and the great dynamic they create by getting involved with the audience!
6. The combination mark
A combination mark is symbol and text used together. They are often used, because they combine the advantages of the symbol and the text. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Some well known combination mark logos include Doritos, Burger King and Lacoste.
7. The emblem
An emblem logo consists of 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 (think of Starbucks’ iconic mermaid emblem, or Harley-Davidson’s famous crest).
Letterform is a term used in typography to describe the shape of letters or in the modern language known as a font. To get into notice, these brandmarks need to be bold as well as beautiful. Since, it’s challenging to think of just one letter as a representative of your brand, hire a professional graphic designer to get the things right.
As the logo contains only one letter, its design becomes crucial. If it isn’t unique or memorable, it’s of no use. You can use a dramatic background or give it a funky typeface, exciting color, or any element that will make the letter pop and resonate with your brand.
Some of the best examples of letter logos are Yahoo, McDonalds, WordPress, and Netflix.
09. Slime Logos
Slime logos are new-age brand marks. Unlike the ones mentioned earlier, these types of logos have a cartoonish context. It means that instead of having a standard typeface or symbol, it has slime-inspired elements. Take an example of the Nickelodeon’s logo.
10. Fonts inside a Shape
These types of logos usually have a name depicted in various shapes like square, rectangles, square, and more. You can find many examples of logos comprising a name inside a shape such as — Levi’s, Ford, Samsung, MasterCard, and more.
Color is a key element in logo design and plays an important role in brand differentiation. Colors can have immense consequences on our moods. Color is an important consideration in your brand identity system. Colors have a significant impact on people’s emotionalstate. Color can trigger an emotion and evoke a brand association. Color in branding is also important because our response to a color is based on our life experiences and cultural associations. They are remarkably dominant to the point that they can manipulate perspectives, emotions, and reactions. right selection of color contributes a vital part in making a logo success, and wrong selection of colors can turn a well designed logo into a disaster.The importance of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color. While color is considered important to brand recognition and logo design, it shouldn’t conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups. For example, in the United States, red, white, and blue are often used in logos for companies that want to project patriotic feelings but other countries will have different sets of colors that evoke national pride.
Logo design process
Step 1. Evaluate the brand
Step 2. Research the industry
Step 3. Make a list of where the logo will be used
Step 4. Sketch a variety of logo concepts
Step 5. Create digital drafts in vector software
Step 6. Refine your logo design with feedback
Step 7. Prepare and deliver the final logo files
Dynamic logo is an adaptable logo – one that changes depending on the context in which it’s placed. Unlike “static” (read: regular) logos, dynamic logos are meant to be transformed. It could be that a specific aspect of the logo changes – like the orientation of the symbol or the placement of the colors – or that the entire design gets an overhaul each time the logo is presented.Internet-compatible logos.
The Meaning behind Logo Colors
When you choose your logo and brand’s color palette, you’re also selecting the emotions and associations you’re seeking to evoke. This psychology of colors is an important consideration when you build a brand identity. The right palette can convey deep meaning about your values and elicit specific behaviors.
The color plays a significant role. Whether you are designing any logo for a company, or branding some campaign or advertising product what so ever you are doing. In logo designing colors evoke our emotions and they are attached to our sub-conscious state of mind.
Reasons to use color in logo:
Now here are the few reasons that why you use color in your logo designs. This is to help the designers when they are making color selection so keep these reasons in mind.
- You should use color to enhance the meaning of your logo
- Use color to make your object obvious or recognition of object
- Use color to make structures in logo design (for example, you are designing any book logo so use different colors for chapters to convey structure of your logo)
- Use color in a manner to establish identity
- Use color to express the moods of the design
Consider how each of these colors affects emotions and psychology:
If you’re looking for a loud, playful, and young brand image, red is an ideal option. If you prefer a more understated, conservative approach, red shouldn’t be on your color radar.
White is a reflective color that represents purity, sophistication and efficiency. Brands trying to convey a level of exclusivity and luxury can use white to resounding success.
Brands which are seeking to draw in consumers with a comforting, warm embrace and youthful energy should look towards Yellow. Additionally, the color can radiate a playful and affordable identity.
Orange is great for brands looking to elicit feelings of vitality and happiness, such as travel companies. Its aggressiveness tempered by friendliness presents a great color for calls to action. Orange is yellow’s more playful and energetic cousin. It mixes a more invigorating and active emotion associated with red while employing yellow’s mellower tones.
Purple is a top choice by brands like cosmetics and high-end retail companies. Those looking for a broader, down-to-earth appeal should avoid deep purples.
Green is one of the more restful colors, as it doesn’t force the eye to make any adjustments. The color suggests a sense of balance and calm as well as a connection to nature. Brands which are looking to portray an opportunity for fresh starts and security can consider green as a way to relax the mind.
Like the calm seas, blue inspires a sense of calm and spiritual awareness along with feelings of trust. Blue is a great choice for healthcare and medical brands which are attempting to inspire a sense of calm and healing.
The deep hues of brown inspire a sense of seriousness without black’s stronger overtones. It remains softer and its connection to natural tones makes it a more grounded choice.
Often considered the most feminine color, pink shades are nonetheless versatile. Being a lighter shade of red, brands which employ pink can retain a sense of energy and cheer blended with a perception of soothing calm.
Unlike many of the other colors, gray is one of the most neutral shades available. Brands often choose it for its timeless, practical, and unbiased feeling.
Considered the absence of colors, black can still be a powerful color to include in branding. Black is traditionally seen as a symbol of professionalism and seriousness.