Types of logos - what does your business need?

TEXT BASED LOGOS (also called Logotypes)

Text based logos use text as the main element, with colour and subtle elements added.  They are always very simple, crisp and clear. They serve as excellent logos when the company has several 'businesses' under one flag or the business objective cannot be defined using an image.

Other types of text based logos include Lettermarks (also called wordmarks) and Monograms (usually initials such as WGbE). Text based logos are perfect when you want a logo that will not date quickly and does not portray any one particular 'image' of the business. Perfect for when your business services expand or change!

IMAGE AND TEXT LOGOS (Combination logo)

Join both image and text, to create a visually exciting logo. Often, image and text logos are more detailed. They often have more text and include borders, outlines and more colour.

These logos can also be called combination logos or combination marks. The image can form part of the text, or it can emphasise the text. Combination logos are perfect for new businesses and they can be easily understood by the viewer.

ICONIC/SYMBOLIC LOGOS

Icons are basically logos without text. They are made up of icons, symbols and shapes.  Iconic logos are usually reserved for use with well known companies (think mickey mouse ears for Disney or the Apple icon).

Small businesses can have icons developed for use on items like gift tags, product labels, letterheads or promotional materials. Unless you have the resources to make your iconic logo a well known trademark, then try to keep this type of logo for times when it is not essential for your full business logo to be used.

Most iconic logos are considered as symbols or emblems.





Planning a Logo

When planning a logo for your business identity, try to think of the intended audience and the result.

• Do you want to brand your business?
  
  
• Do want to appeal to a particular audience?
  
  
• Should the colours and images relate to the products/services you sell?
  
  
• Is the appearance more important that its 'advertising' value?
  
  
• Who will be looking at your logo when deciding to use your services?

Some tips to help plan your logo

• Keep it simple, stylish and crisp - this makes a logo easier to remember and recognize.
   
• Should you include an image or just use text?
  
  
• Colours ~ bright, bold, classy, subtle, fun, dark, light, complimentary colours, black and white, combinations of colours?
  
  
• Do the colours suit your business image?
   
• Choose fonts that suit your style and intended audience
   
• All text should be 'readable' at a smaller size
  
  
• Fonts need to look clear in a variety of uses (online, print, business cards)
   
• Limit fonts to one or two per logo.
  
  
• Where will the logo will be used?
  
  
• Make sure it can be reproduced in greyscale/ black and white effectively for fax use.
  
  

Also, find some examples of logos or images. Compare your ideas with similar businesses and see which logos stand out when you look at them (the yellow pages is perfect for this).  Any preparation you can do will help your designer achieve the best results.

Some tips for 'branding' your business logo

Use colours with caution – they need to duplicate well for all intended uses.

Make the text or business name your logo - don't add many images or fancy effects.

Keep it simple and unqiue.

Make sure your logo is never changed or printed differently. Aim for a logo design that will stand the test of time.

Be consistent with your accompanying documents - use the same colours in your borders, business cards and on the web.

Use your 'branding' on everything - from websites, letters, windows - right down to staff members uniforms, folders, pens and even keyrings. Branding means getting your logo seen everywhere!

Remember that a branding logo should rarely be changed. The purpose of branding is to create a long term impression of your business to your clients. Changing the logo will ruin any 'built up' recognition your logo has created.


Summary

A logo will have a huge effect on your business. The audience will decide in moments if they will keep reading, or pick up the phone. Do your own research and look at lots of designs. Think about how your logo will look in various places. Prepare some general ideas for your designer, and provide as much feedback as you can.

Your new business logo will become an active marketing tool for your business, and it deserves time, attention and research.

This article was written by Allison Lamont from Web Graphics by E-mail. This is intended for use as a guide only. Terms of Use