What Is A Logo?
A logo is basically the face of your company or brand. It is what identifies your business in the simplest form through the use of a mark or an icon. The main job of a logo is to promote instant recognition by the public, hence it is a vital part of the identity system. Basically, a logo becomes instantly associated with a brand.
Logo styles can be categorized into three specific types. They are;
It’s the easiest logo style and the one we’re all familiar with. It is also known as logotype and it’s a simple algorithm of casting the company name in a text alone. This can be done with handwriting, signatures, existing fonts and custom fonts. It could be crisp/modern like the Google logo or it can have a shared heritage like the Coca-Cola logo. Wordmark logos conveys a sense of confidence, history and stability; especially for big brands. Nevertheless, startup brands can utilize this type.
A pictorial logo contains just a picture, icon or symbol. No text is involved here, rather, it’s a pictorial mark. You says what’s in the picture and you immediately identify the name of the company. It could be directly like Target or indirectly like Lacostè. It allows the audience have a mental connection to the brand as the brain responds to images deeper than it does to texts.
This is almost everyone’s favorite as it’s somewhat magical. Just like Pepsi and Chase, they have achieved an incredible task: one look at the any of the above mentioned symbols and you know what they mean immediately. Likewise, three angular stripes creating a shape of mountain would invariably speak of the brand of Adidas. Then there is McDonald’s Golden Arch and Pepsi’s red, blue and white colored earth.
The Logo System
This goes beyond these three types and uses elements of each of them. It’s a graphical framework with permutations. The first example here would be the MTV logo. Google’s daily doodles are also great examples. They’re familiar marks that point other ideas and issues. This approach has a whole lot to do with technological change. It’s use is on the upswing right now, this is mainly because it allows the brand utilizing it to expand the conversation far beyond its own name. The logo reminds people that it’s where the priority lies.
For example, the Nike Swoosh was nothing the day it was drawn. It wasn’t an overnight success. The logo was designed by a graphic design intern named Caroline. She was paid a measly $35 but twelve years later, after Nike had made a name and taken the brand far, the logo had a meaning. Later, she was given a diamond ring with the swoosh logo she designed and undisclosed amount of Nike stock.
That’s how a little mark means something big, it’s just like how religious symbols work. It’s about what these logos have come to represent in the minds of people who are looking at them. It’s not essentially about the design, the logo is a passenger whose value rises or falls along with the company’s reputation.
Regardless of the type of logo a brand sticks to, it might not matter at the end of the day. Why? Logos are empty vessels the brand owner pours meaning into. They need to have a long life, but that depends on how far the brand can take it
Finally, a logo is used identify the brand. They showcases all the important aspects of a brand, as well as its promise to its customers. Without a logo, a brand or product would definitely disappear.