![]() The symbol can now be used on its own, separated from the company name.Ĭombination marks pair a symbol with a wordmark. Over time, through repeated exposure, the symbol itself became associated with the brand. Most easily-recognized pictorial logos started out in a “lockup” with a wordmark company name. Pictorial marks are the opposite of wordmarks. Many fashion designers use handwriting wordmarks. They’re often stylized signatures representing brands that revolve around their founder. Handwriting-inspired logos feel personal. These casual scripts are less polished and more irregular. Scripts can look elegant and refined (think wedding invitations) or retro (think old-school baseball logos).Ī subset of script lettering is handwriting. Script wordmarks echo cursive writing or calligraphy. Logos without serifs look modern and clean. Logos made from serif lettering (where the strokes of the letters have small lines or wedges at the ends) look formal and traditional. Wordmarks can be classified according to style. Don’t be tempted to think “somebody just typed out that name in a font.” Good wordmarks are carefully crafted to have a visual rhythm throughout the word, balancing white space, line weights, and the way the letters interact with each other. The brand’s name is represented by typography, without including a symbol or picture. Wordmarks are logos made of… wait for it… words. Whether you call them monograms, initials, or acronyms, they’re in the same category. Lettermarks are just what they sound like: logos that are made of letters. Here’s a roundup of four different types of logos: lettermarks, wordmarks, pictorial marks, and combination marks. 04.Examples of logos can be useful for clients during a brand identity project. The success of a brandmark, however, does rely on audiences knowing what the symbol means, so it’s a tricky thing to pull off for all but the best-known brands. ![]() Using only a symbol to explain your brand also has obvious advantages when it comes to serving a global market, as it can (in theory) be instantly understood everywhere in the world. This principle can be seen, for example, in social media, where a symbol like the Twitter bird, the Snapchat ghost or the Instagram camera icon encourages people to share content they’ve encountered on a website almost unthinkingly. Famous examples include the Apple silhouette, the Target bullseye, the Nike ‘Swoosh’, the Red Cross symbol and the WWF panda.Ī brandmark can be a great way for audiences to form a psychological connection to your brand, as the brain responds on a deeper, more instinctive level to an image than written text, which needs to be interpreted. This version of the Twitter bird, originally created by Simon Oxley, was created by Doug Bowman in 2012Īlso known as a pictorial mark, a brandmark contains no text but is an image, icon or symbol that represents the company or brand. That’s less of an issue when it comes to designing a. The challenge with both lettermarks and wordmarks, however, is to make them distinctive enough visually that they become instantly recognisable. Shortening a long company name to initials will also make it easier for your audience to remember your logo and name, especially in global markets. This is an especially important consideration when it will need to shrink down to tiny sizes on mobile devices, for example. Famous examples include the logos for Cable News Network (CNN), Home Box Office (HBO), the National Aeronautics and Space Administration (NASA), Procter & Gamble (P&G), and Electronic Arts (EA).Īs these examples suggest, a lettermark is a good choice for a company whose name is difficult to pronounce, or too long to work as a logo in most media. The CNN logo was designed by the late Anthony Guy Bost in 1980Īlso known as a monogram logo, a lettermark logo is again made of text, but based on the initials of the company or brand, rather than its full name.
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