What Your Logo Says About You

How to Pick the Perfect Logo for Your Business

Your logo is one of the first things potential customers will notice about your business. It’s important to choose a logo that reflects the values of your company and appeals to your target audience. But with so many different types of logos out there, how do you know which one is right for your company?

There are four main types of logos: wordmarks, letters, pictorial marks, and abstractions. Each type has its own unique advantages and disadvantages. Keep reading to learn more about the different types of logos and what they say about your business.

Wordmarks

A wordmark is a type of logo that features the name of the company in a stylized font. Wordmarks are ideal for businesses with short, memorable names. They’re also good for companies that are trying to establish themselves as credible and trustworthy. Some well-known examples of wordmarks include Coca-Cola and FedEx. 

Advantages:

1. Wordmarks are easy to remember.
2. They help establish a company as credible and trustworthy.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Wordmarks may be difficult to read if they’re too small or if the font is too complicated.
2. They may not be appropriate for companies with long names.
3. They may not convey enough information about what the company does.

Letters 

A lettermark is a type of logo that features the initials or an abbreviation of the company’s name in a custom font. Like wordmarks, lettermarks are good for companies with short names or businesses trying to create a strong brand identity. Adobe and HBO are examples of businesses with lettermark logos. 

Advantages:

1. Lettermarks are easy to remember.
2. They help create a strong brand identity.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Lettermarks may be difficult to read if they’re too small or if the font is too complicated.
2. They may not be appropriate for companies with long names.
3. They may not convey enough information about what the company does.

Pictorial Marks 

A pictorial mark displays an image or symbol that is associated with the company’s name or brand identity. Pictorial marks are good for companies that have long names or businesses that are trying to create a unique brand identity. Nike and Apple are examples of businesses with pictorial mark logos. 

Advantages:

1. Pictorial marks are easy to remember.
2. They create a unique brand identity.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Pictorial marks may be difficult to read if they’re too small.
2. They may not be appropriate for companies with short names.
3. They may not convey enough information about what the company does.

Abstractions 

An abstraction features a shape or symbol that represents an idea, concept, or feeling associated with the company’s name or brand identity. Abstractions are good for companies that want to create a stylish or modern logo design. Airbnb and Twitter are examples of businesses with abstraction logos. 

Advantages:

1. Abstractions are easy to remember.
2. They create a stylish or modern logo design.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Abstractions may be difficult to read if they’re too small.
2. They may not be appropriate for companies with short names.
3. They may not convey enough information about what the company does.

Logotypes 

A logotype is basically the company’s name in a stylized font. Logotypes are good for businesses with short, memorable names, or companies trying to establish themselves as credible and trustworthy. Some well-known examples of logotypes include McDonald’s and Sony. 

Advantages:

1. Logotypes are easy to remember.
2. They establish a company as credible and trustworthy.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Logotypes may be difficult to read if they’re too small or if the font is too complicated.
2. They may not be appropriate for companies with long names.
3. They may not convey enough information about what the company does.

Emblems 

An emblem is the company’s name or initials inside a symbol or image. Emblems are good for businesses with short, memorable names, or companies who want to create a strong brand identity. Some well-known examples of emblems include the Nike swoosh and the Starbucks mermaid. 

Advantages:

1. Emblems are easy to remember.
2. They help create a strong brand identity.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Emblems may be difficult to read if they’re too small or if the font is too complicated.
2. They may not be appropriate for companies with long names.
3. They may not convey enough information about what the company does.

Combination Marks 

A combination mark is both a symbol or image and the company’s name or initials. Combination marks are good for businesses with short, memorable names, or companies that want to create a strong brand identity. Some well-known examples of combination marks include the Coca-Cola logo and the Mercedes-Benz logo. 

Advantages:

1. Combination marks are easy to remember.
2. They create a strong brand identity.
3. They’re versatile and can be used in a variety of marketing materials.

Disadvantages:

1. Combination marks may be difficult to read if they’re too small or if the font is too complicated.
2. May not be appropriate for companies with long names.
3. They may not convey enough information about what the company does.
4. Not appropriate for companies with short names.

Conclusion 

Consider the kind of image you want your business to project before settling on a specific type of logo. Keep these tips in mind and you’ll be sure to choose the perfect logo for your business in no time.

ViviScape’s marketing team would be happy to help you create a logo that perfectly represents your business. We specialize in modern, stylish logo design, and can create a logo that’s perfect for your company. Contact us today for a free consultation!