A logo is a visual mark that identifies and sums up the essence of a company. It is meant to concentrate the company’s main attributes into an easily identifiable visual nutshell that builds brand recognition.

There are quite a few aspects to consider when deciding on a logo. The kind of logo you select will depend on factors such as your industry, whether your company is more traditional or modern, and the type of demographic and target audience you intend to reach. How will your logo be used? Digitally? In print, or on clothing? In a
large format such as billboards?

Learn the Different Logo Types

What kind of logo will best suit your company’s brand? First we must define the main types and what each offers. The three main categories of logos are (determined by basic characteristics) font-based, icon or graphic, and illustrative logos.


Font Logos

Just because a logo is font-based does not mean that it will be boring. On the contrary, many characteristics of a company can be easily displayed in this type of logo. Different fonts send different messages. Is the font a more traditional (serif) font? Perhaps it uses a san-serif, or more modern, font. A small change in a typeface can easily dictate whether a company is seen as elegant, technical, playful, creative, established or modern. Letter spacing, or kerning, is also very important in how a font logo is visually received.

With a font logo, the marketing spotlight remains on the company name. This is especially useful in situations where the name itself is already strong or memorable.


Iconic Logos

An iconic logo uses typography along with very simplified graphics or symbols to represent the essence of a company. This type of logo takes a company’s identity—at times complex ideas—and simplifies them into text and geometric shapes. This can sometimes be difficult to accomplish, but generally speaking, simpler is better when it comes to logos. Because of their simple appearance, iconic symbols are usually very adaptable across media platforms, from web use to print and large-format representations.


Illustrative Logos

The final type to consider is illustrative, which uses an illustration as a main part of the logo. The type of illustration can be abstract, realistic, literal or metaphorical. It’s important that the artwork and text work together to support the brand. Illustrative emblems can effectively portray your brand, but can also easily become too busy or cluttered with visual elements, so it’s important to stick to a main focus.

There are several more factors to consider when choosing a logo, and in the next blog, we will explore the difference between typeface and font and how they ultimately affect your brand.

Click here to read What Your Logo Says About You – Part 2