![]() A mascot logo is an anthropomorphized object used to target very specific audiences. When they appear with a wordmark, they are referred to as combination logos.Īnother common logo category is the mascot logo. Usually, brandmarks are paired with a wordmark as part of a larger logo system. Brandmarks are typically one part of a brand’s logo system and generally aren’t accompanied by any type, although the mark itself can be based on a character letter form. If I asked you to describe the Nike logo, you wouldn’t think of the letterforms locked up with the “swoosh” you’d think of the iconic swoosh itself, which is the brandmark.īrandmarks, like those we created for clients The Grange Community Kitchen, Northland Workforce Training Center, Optimum Physician Alliance, and Broadleaf Results, left to right below, are pictorial in nature. There’s a wide array of logos that would be considered a brandmark. Brandmarksīrandmarks are probably what most people think of when they are asked to think of a brand’s logo. Nobody says to tune into the American Broadcasting Company to watch Dancing with the Stars they say tune into ABC. Their wide recognition is the reason they are able to shorten their name down to these abbreviated letterforms. Lettermark are generally used by older, institutionalized brands. In this case, though, the text is typically an abbreviation or acronym to a much longer set of words or phrase (the NFL, NBA, and NHL come to mind as common examples). Lettermarks are similar to a wordmark in that typography is the basis of the logo. The wordmarks for Hotel Henry, Tommyrotter Distillery, and The Black Sheep feature totally custom lettering. Block Club’s wordmark is based on a stock typeface but has custom modifications. Over the years, we’ve created many different styles of wordmarks. A serif type choice can relay a sense of elegance, while custom-drawn type, as opposed to stock letterforms, can help youe brand stand out. A geometric sans serif typeface tightly kerned gives off a different feeling than the same type loosely aired out. It may sound simple, but the typographic choice and layout of the letterforms can have a tremendous impact on how your brand is perceived. Wordmarks are a type of logo that take on the name of the brand through typographic representation. Typically, an entire logo system is built for the brand so that different elements can be applied to a more specific application, in which case it’s essential to develop a brand standards guide that dictates how to best use (and not use) the marks to maintain the integrity of your brand. These three compartments can cross-pollinate, live separate from each other, or stand on their own, and are usually parts of a larger logo system. In general, I like to lump logos in three basic compartments: wordmarks, brandmarks, and combination lockups. Understanding the different categories of logos and their elements can help you make important decisions when building and maintaining your brand, all while helping you target your customers more accurately. Logos come in many different forms, styles, and specific categories. ![]() You want your customer to walk away with a feeling about your brand that was carefully crafted by you and to remember that feeling every time they think of or see your logo. The goal of a logo and the brand as a whole is to be memorable. It can be extremely simple or complex, depending on what or whom you’re trying to represent.Ī good logo is made up of several different carefully thought out and executed forms that embody your brand in one way or another. If your logo isn’t your brand, as my colleague Ryan pointed out in a previous post, then what is a logo, and what role does it play in your brand identity?Ī logo is a picture or drawing meant to represent something or someone else-in this case, your brand.
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