A logo is the very first thing your customers see when they come across your business.
Before you decide to make a new logo or plan to re-brand your existing business, please ensure you have already understood the following baisc knowledge about business logos.
Some Logo Concepts
Logo: The term logo originates from the Greek “logos“, which simply means “word“. Logogram is the full name with “gram” standing for sign, thus making a logo a word- or type- based mark. Today logo is mostly used for company signs and trademarks.
Corporate / Brand Trademark
A brand trademark, often simply referred to as brand, usually requires registration with national or international authorities. This legally protects the logo from unauthorised use and gives the owner possibilities to manage brand usage by third parties.
He could license the use of his brand name and logo.
Product trademarks are logos referring to an individual product or service or a group of those. There are a number of regulations in different countries detailing which requirements a product trademark has to fulfil to be registered.
In most cases it is a two-dimensional graphic image, designation of origin, fantasy word or abbreviation.
Signets, Symbols, Seals of Approval, Quality Seals
The publishing industry uses so called signets as their symbol, and it’s sometimes called printer’s imprint for this kind of logo.
There are some other symbols or seals working as signs of approval or quality seals in various occossions.
Major Marketing Logo Types
Big companies normally use complete sets of logos.
One logo can stand for an individual product, a family of products, or a specific brand.
it will be different marketing strategy.
The cost of development, flexibility, and target audiences vary greatly between these.
1. Corporate logos
Corporate logo is the most important logo for a company, or say, parent company or a group.
All brand and product logos are bundled under this common corporate brand.
2. Product brand logo
If a product is supposed to be a stand-alone brand it’s called a product brand.
It is fairly independent from the parent company.
3. Product logos and service logos
Product logos or service logos are usually used for a specific defined target audience.
4. Assortment based logos
An assortment based logo always starts with a strong brand for one product, and develops into a parent brand for various other products.
5. Manufacturer logo
Using an established manufacturer brand might be easier to gain consumer acceptance.
It is very similar to assortment based logos in use but different in the corporate hierarchy.
6. Luxury brand logo
Luxury brands are some kind of special.
They are similar to the product brands.
A luxury brand is usually independent from the producer but can be transferred to other products like a manufacturer brand.
Common Logo Design Types
One of the most difficult tasks in developing a brand is to find a symbol that represents all the positive attributes you want your business to be associated with.
The image has to convey a message and remind the viewer of the brand name.
Not an easy job, but many brands have made it
Abstract logos are like an abstract idea in that it has no specific form in your brain. These types of logos have a non-descriptive message using a very specific graphic image.
Descriptive logos allude to the name, attributes or benefits of a brand by using clearly recognizable images. These logos display a visual explanation or key factors of the business directly in the logo.
Emblematic logos combine an ‘emblem’ style symbol with unique pictorial elements as well as the brand name.
With emblematic logos there is no separation of the words and the symbols.
Illustrative logos are very unique and express a great deal about the business, product or service they are designed to represent.
The illustrative logo incorporates unique drawings and character designs. They need to be created taking into consideration the overall visual identity of the brand
They must work well with all the other elements of the design to be truly effective.
Mascot logos are using a character or animal in an iconic form to represent their business. A really well designed mascot can be liked or even loved by the business’ users, creating a loyal fan following.
Typographic logos do not use any symbols – just words and letters to create an image.
In most cases, these are the most affordable types of logos as strict limits are established very early on in the design process.
They are simple but can still be very effective!
Wordmark logos use the business, product or service name as the foundation for the design.
The typography can be created from scratch or from a commercial font.
Images can then be integrated into the typography to create even greater impact and to give it a truly customised look and feel.
Letterform logos are created by using acronyms or one or more letters from the business name, product or service name.
In this situation the letters become a symbol creating a unique design that acts as a ‘focal point’ for a brand name.
A successful logo is unique and accurately represents the business and the values that the brand represents.