An effective marketing strategy to take a business to masses involves increasing its brand visibility. The proliferation of the internet and smart devices have had resounding implications on companies’ branding strategies. In 2015, a study from Statistic Brain Research Institute, in which they surveyed 2000 people and monitored the brain activity, observed that the average human attention span is rapidly declining. The average human attention span, which was once 12 seconds had reduced to a mere 8 seconds in 2015.
This research had made many businesses think about their marketing strategies and the way they reach their customers. The ever-increasing number of people who now prefer searching for products and services online, stresses the fact how effective an attractive logo can prove in a world with shrinking human attention spans.
Why is a brand’s logo important?
A logo is the visual identity of a business that represents a brand’s values, beliefs, and functions. Despite its small size, a logo is responsible for important functions that determine a brand’s success. It is the first thing a potential customer sees when making acquaintance with a business. Whether it is an automotive powerhouse or a small leatherskinshop, every business needs to nail down the right logo to enhance its visibility and create a lasting impression upon the consumers.
Given the importance of a logo, you might naturally feel the pressure to design a perfect logo for your business. We are here to help you dissolve some of the stress and guide you through different types of logos that will be useful for your brand.
A wordmark or logotype is a purely typographic logo. It is a corporate image that features only the company’s name – without any symbol, graphic patterns or an emblem. Wordmark logos are widely used; as a recent study of logos belonging to the top 100 brands in the world, revealed that 37% of them consisted only of text, often stylized using a unique font.
A wordmark is an excellent choice for new businesses which need to get their name out there by taking advantage of the logo design. The advantage of a logotype is that it sidesteps the problem of recognition because the logo bears the entire brand’s name.
Google, Coca Cola, and eBay are some popular examples of wordmark logos. The shape, font, style, and color of the words in logotype convey almost as much meaning as the words themselves, so make sure you chose them wisely.
Also known as seals or crests, emblems have a traditional appearance about them that makes a striking impact. They are favored by schools, organizations, and have also served private businesses quite well. People have been using such logos since at least the middle ages.
An emblem logo consists of text inside of a symbol. It is often more detailed and includes fine linework and detailed imagery that conveys a sense of gravitas. Always remember to play it safe and smart with the details since you will need the logo to print on all of your marketing material. Starbucks, Harvard, and Harley Davidson have some of the popular emblem logos.
Pictorial maks or logo symbols:
A pictorial mark, sometimes called a brand mark, is an icon or a graphic based design. Some logo symbols are so well known that they can be recognized even without the brand’s name written along with it. Think of the iconic Apple logo or the Twitter bird; these logos are so symbolic and well established that the marks alone are instantly recognizable.
If you decide to go with a pictorial mark, you must wisely consider the image you chose; since it will stick with the brand its entire existence. The biggest advantage of pictorial logos is their versatility which makes them look good on a variety of marketing materials.
Combination marks combine any or all of the above logos. You can combine wordmark with a brand mark or embed your monogram into an abstract logo. A combination mark is a versatile choice; hence it is one of the most popular corporate designs.
Combination marks can be designed by merging an icon with text in different ways. You may place them side by side or overlap them. Combination mark is an excellent option for new brands because it combines two powerful tools; i-e the brand’s name and image. A famous example of a combination mark is the logo of Dove which combines the company’s wordmark and brand mark.
If you have enough artistic talent to craft a balanced combination of the two, your logo will be easy to perceive and identify. However, if you lack the ability, then let an expert like the Logo Design valley do it for you.
Abstract logo marks:
Abstract logos provide immediate and distinct recognition. This type of logo sticks with pictures but moves away from literal representation. Abstract logo marks evoke a feeling; though it can be difficult as not everyone will interpret an image the same way.
The advantage of this logo is that once you have your brand out in the market, no one else will have quite the same logo like yours. This logo will create an identity of your brand that will be different from the rest of the market.
Think of the Nike Swoosh: it is dynamic and conveys a sense a movement and energy. You do not have to look for the name to identify the brand of the product and even if you have no idea about the company, you still get an idea of what it represents.
In the age of social media branding, logos have become particularly important and deserve your time and effort. Choosing the right logo that enhances your brand visibility is no walk in the park. You must consider your brand’s mission, values, goals and other crucial elements to choose the type of logo that works for you.