Logo 101: what is a logo?
Purpose
The main function of a logo is identification. It must be distinct and legible at sizes large and small to maximize usability. Logos can be divided into six categories; wordmark, acronym/monogram, literal, product/service, allegorical and abstract.
Expectations
A LOGO IS
Visual shorthand for consumers to remember your brand
symbolic and filled with meaning
Built to be recognized and consumed quickly
Designed to be consistent and timeless.
A LOGO IS NOT
Your entire brand story
Guaranteed to be interpreted the same by all
Something that your audience will spend much time with
Designed to be changed frequently and often
Audience
INTERNAL
The logo, for the internal audience, should be imbued with meaning and purpose. It should stand for something, ignite a fire within, and evoke a positive emotional response in the members of the organization It is a symbol to identify with, take pride in, and rally around.
EXTERNAL
The logo, for the external audience, may, or may not, initially trigger associations with personal experiences or memories. If it does, our work will be much easier because there will already be space in the consumer’s mind for the mark. If it does not, the logo’s job is to be distinct, memorable, and potentially informational until we can build meaning into the mark through advertising and future brand experiences.
examples
01. wordmark
A logo that is built with the name of the company alone, in order to create a straight forward, yet distinguishable identity is called a Wordmark.
02. ACRONYM / MONOGRAM
A logo that is built using the initials of the company to create a unique typographical symbol is called an Acronym or Monogram.
03. LITERAL
A logo that uses a symbol to communicate a direct translation of the company’s name is considered Literal.
04. PRODUCT / SERVICE
A logo that communicates the product or service that the company o ers is considered Product / Service.
05. ALLEGORICAL
A logo that may be indirectly related to the company that incorporates historical or mythological narratives, or other borrowed meaning, as the basis for its design is considered Allegorical.
06. Abstract
A logo that transcends familiarity, is wholly new, subjective and open to interpretation is called Abstract.
