MODULE 2: TYPES OF LOGO AND PROCESSES (COMPLETE)

TYPES OF LOGO:

1. LETTERMARK – Typography-based logo made up from a few letters. This approach is all
about simplicity. The letters are usually a company’s initials, which makes it an effective
technique to streamline the branding of the companies with longer names. As the focus is
on the initials, it’s important to consider the font here. This must be both legible and relevant
to the business sector of the company.

2. LETTERFORM MARK: It is a one-letter logo that only include the first letter of the
company’s name. Often, brands will have an additional version of their logo that
compromises their full business name (called a wordmark or logotype, as explained
previously), to be used in different occasions.

3. WORDMARKS – Similar to letter mark, a wordmark logo is font based. However, instead of
using initials, a wordmark logo is font-based. However, instead of using initials, a wordmark
logo focuses solely on the company’s name. These are most effective when a company has
a succinct and distinctive name. Choice of font is also an important decision for this type of
logo. It must be carefully selected to capture the essence of what the business does.

4. PICTORIAL MARK - Also known as brand marks or brand symbols, are icons or graphic-
based logos. These logos work well for established brands, where the mark alone is
instantly recognizable. This makes it a tricky logo type for new companies, or those without
strong brand recognition, to use. The image chosen for a pictorial mark is important, as it
will stick with the company throughout its entire existence.

5. ABSTRACT MARKS: An abstract mark is different from a pictorial mark. Instead of being
restricted to recognizable image, an abstract logo is a geometric form that represents a
brand. This condenses the whole brand into a single, unique image. Abstract marks use
color and form to create meaning and generate emotion.

6. MASCOTS: A mascot logo is a fun, colorful and sometimes cartoonish way to create a
unique spokesperson for a brand. These show illustrated characters that act as business
ambassadors. Mascots are commonly used for brand that aim to create a wholesome
atmosphere that appeals to children and families.

7. COMBINATIONS MARK: As the name suggest, this type of logo is made from combining a
wordmark or letter mark with a pictorial mark, abstract mark or mascot. The words or letter
create an association with the image, which then reinforces the brand identity. Some
companies use this type of logo to establish their brand, before eventually removing the
texts.
8. EMBLEM: The last major type of logo is the emblem. An emblem uses font inside a symbol
or icon, in the same style as badges, crest and seals. This tends to give them a more
 traditional appearance, however, any companies have modernized this for the 21st century.
As emblems usually have more detail that other logos, they can be less versatile. This may
make it harder to replicate them across all areas of the brand.

5 PRINCIPLES OF EFFECTIVE LOGO DESIGN:

1. Simple
§ Should be transformed to its simplest form
§ The concepts should still be represented there
§ Easily recognizable and makes way for the other principles
§ Can be used on all kind of material and sizes
2. Memorable
§ Builds a lasting impression of the brand/company
§ Easily remembered by consumers along with its simplicity
3. Timeless
§ Try to stay away from trends and try to make the logo timeless
§ It should not only illustrate a strong concept but also made for long-term
§ Best way to create a timeless logo is to use shapes
4. Versatile
§ Versatile in a sense that its design should be applicable to the company’s other
forms and mediums
§ Consider printing costs in designing your logo
5. Relevant
§ Should be appropriate for the company’s image and should fit the purpose and
identity of the company
§ Speak to your end target audience
Additional Principles
6. Strategic use of color typography selection
7. Responsive logos
This is the order in which human see:
1. Color
2. Shape
3. Photography / Images
4. Words
Strategic use of color
• Choice of color should relate to your logo and reflect the image you want to relay to your
consumers
• Make sure to use contrast properly
• Check the relevance and subconscious message of the color first before deciding to use
it for you packaging. It might be a great color for your packaging design, but it doesn’t
relate to your business image.
Typography in logo creation
 • A typeface can add some personality to the design
• Brings robustness, softness, humor and such character to a logo design as per the
clients’ design requirements
Responsive logos
• Logo that exists in several, slightly different and easily scalable variations
• Often a minimal responsive logo is the first letter of the brand name or its mark/symbol in
isolation
• Relevant in today’s digital world

Logo Design Process

Purpose
- New Business / Brand
- Updating into a new logo
Stages of Designing a Logo

1. Creative Brief
§ Creative Brief Question
§ About the company/brand
• What is the complete name of your business or organization
(including business type) and, if applicable.
• What is your slogan or tagline? Is it optional in the logo?
• Do you have a mascot?
• What is the purpose of your business or organization (What do
you do)?
• Who are the competitors?
 • Who is your target audience? (e.g. parents, other business
owners, donors, etc.)
§ About the Logo
• Which color(s) best suit your brand?
• What shape or image you would like to incorporate into the
logo?
• What are spme examples of logos you like? (What’s your
peg?)
• Do you have a paryticular font in mind?
• If applicable, what abbreviation do you (or would you) use in a
logo?
• Where will you put the logos? (Corporate items? Products?)
§ Creative Brief as a whole tackles:
• What is the name of the business/brand that you want to put in
the logo?
• What is the business all about?
o Mission/Vision
o Target Market
o Competitors
• What are the font and color preferences?
• Image peg or references.
• Does it have a special request for the logo design?
§ Example:
§ “Aphrodite” is an Ears, Nose, Throat - Head and Neck Surgery, and
Ambulatory Cosmetic, Plastic and Reconstructive Surgery Clinic.
§ ENT cures ears, nose and throat diseases.
§ Cosmetic, Plastic, Reconstructive enhances/beautifies.
2. Research
3. Reference
4. Sketching, and Conceptualization
5. Initial Presentation/Reflection (with mock-up)
6. Revisions
7. Final Presentation
8. Delivery
§ Provide different files for the logo (AI, EPS, PDF, and PNG file formats without
background for both portrait and landscape orientations)
9. Support
§ Provide a complete corporate identity manual