Also, like with a lettermark logo, typography will be an important decision. Since the focus will be on your name, you’ll want to pick a font—or create a font—that captures the essence of what your business does. For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government agencies almost always stick to traditional, “heavier” text that feels secure.
When to use lettermark and wordmark logos:
- Consider a lettermark logo if your business happens to have a long name. Condensing the business name into initials will help simplify your design and likewise, customers will have an easier time recalling your business and your logo.
- A wordmark is a good decision if you’re a new business and need to get your name out there, just make sure that name is short enough to take advantage of the design. Anything too long can look too cluttered.
- A wordmark logo is a good idea if you have a distinct business name that will stick in customers’ minds. Having your name in a great, designed font will make your brand all the stickier.
- Both lettermark and wordmark logos are easy to replicate across marketing material and branding thus making them highly adaptable options for a new, and developing, business.
- Remember that you’ll want to be scrupulous when creating a lettermark or a wordmark. Your business name in a font alone likely won’t be distinct enough to capture the nuance of your brand. So make sure you hire a professional who’ll have an eye for detail.
3. Pictorial marks (or logo symbols)
A pictorial mark (sometimes called brand mark or logo symbol) is an icon—or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognisable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.