In recent years I have found it's important to incorporate a few different types into your brands visual identity to ensure that your brand is looking consistent across each brand touch point (website, social media, business cards, shop front signage, etc). Each platform works differently and has corresponding aspect ratios for display. So for this reason it's great to work with a professional designer to help you achieve the best results if you plan to market your business through multiple channels. A professionally designed logo and visual identity will ensure your brand not only looks fantastic but will attract your ideal dream clients by representing your brand values. Here is a brief overview on each logo style and why your brand might benefit from using it.
Emblem
Traditionally seen as crests, family seals, university logos, government agencies and even sporting clubs. This classic style is characterised by some form of text or symbol inside a geometric shape. This is a powerful logo style which has the ability to give your brand a traditional, classic and trusted feel. It's a great way to showcase the history and values of a brand.
E.g. Maryborough State High School, Ballantine's Whisky
Pictorial Mark
A message conveyed in the rawest form, a symbol. This type has been used for hundreds of years dating back in traditional sign writing days. Usually this works well when you've been in business for a few years and already established the brand recognition of the symbol.
Wordmark
Here we have the most powerful of Logos. This one is at the top of my list if your business is brand new. The typography (fonts) make up a large part of your visual identity. It's important to choose the right typeface to correctly convey your brand energy, archetypes, personality, etc. Logotype logos offer reliable ROI because they are tried and true. The business name is within the logo.
E.g. Google, Disney
Abstract
Highly conceptual and usually an unrecognisable symbol which evokes the energy or feeling that your brand has. Your energy or brand persona is conveyed through your visual brand identity. To have a strong visual identity, our clients go through our brand strategy session which gives us a solid path to guide design decisions.
E.g. Nike, Pepsi
Monogram
Consist of the brand initials formed into a letter mark. Perfect if you have long words in your name. These work so well for boutiques, florists and specialty food stores as you can have the beautiful symbol on stickers, gift cards, thank you cards and even price tags.
Mascot
Usually used for team sports, service based companies and family friendly audiences. Mascots are perfect for sporting teams, food companies, etc. Using a Mascot for a professional service (like a lawyer or hospital) would be a mistake.
Combination
With your brand strategy considered, we recommend that our clients use the different styles in complementary combination to create your own unique representation. A logo is a key aspect of your brands visual identity and communication so it's important to note that even though it's not a product or service you offer in your business, it is a snap shot and symbol for your business that you should be proud of.
Now that you know of the 7 different types, I hope you feel clearer about the best one for you. If you need any help or burning questions answered, shoot us a DM on Instagram! We would love to hear from you.
@The_Solutionist
All the best.
Marta Hackett
Founder