Logo DesignWhat Makes a Good Logo?

Iconic Logos have 5 important design elements. They are:

1. Describable2. Memorable3. Effective without colour4. Scalable i.e. work when just two

centimetres in size5. Relevant to the industry in

question

Types of Logo

• Wordmark logo – mainly uses text and typeface to create its message, though other elements might be included e.g. Google

• Lettermark logo – similar to a wordmark but consists of initials or abbreviations e.g. monograms like the one used by Yves St Laurent

• Brandmark logo – a graphic symbol usually simple but powerful, that comes to represent the company in an abstract way e.g. Nike, Apple

• A combination mark logo – (also called an iconic logotype) combines a wordmark with a brandmark, communicating both a company’s identity and its purpose e.g. British Airways, Bank of America, Audi

Coca Cola(Wordmark Logo)

1885 version of the logo. The Coca-Cola logo was first advertised in the Atlanta Journal in 1915 and also appeared on the display of Pemberton’s pharmacy.

The Coca-Cola logo was registered as a trademark in 1887 and has since then become the brand’s corporate identity.

IBM(Lettermark Logo)

1924 version of the logo

1948-56 1956

1972

Apple(Brandmark Logo)

The first Apple logo 1976

Burger King(Combination mark Logo)

1969 version of the logo

New version of the logo

Which Logo Type to Use

Wordmark Logo Design • Communication funds are limited and should be focused on

name recognition. • Your name is reasonably distinctive but not (yet) a

household word.

• You want to associate products with the parent more clearly and directly than a symbol permits.

 

Lettermark Logo Design • Your initials translate graphically better than your actual

name. • You need to link subsidiaries to the parent and can't easily

use the name.

• You can afford to teach the public what the lettermark

means.   Brandmark Logo Design • You need an emblem on a product. • Your name is too long, too generic, doesn't translate well

globally, or has no personality. • You need to link subsidiaries to the parent and can't easily

use the name. • You can afford to teach the public what the symbol means.

A Combination mark Logo Design • You are a start-up enterprise or small business with limited

funds. • Your name is reasonably distinctive but not (yet) a

household word.

• You need an emblem on a product, but want more than just

a symbol.  

Since Iconic Logotypes communicate more readily than other logotypes, less marketing is required for the logo to be effective. Therefore, iconic logotypes are the most cost effective type of logo design available and are ideal for start-ups or small businesses with limited marketing budgets.

‘Identity through logos and emblems’ project brief

“Design a powerful, eye-catching log for yourself. It should look good on paper, as a letterhead, on a website, on a T-shirt or baseball cap and as a badge. It must be easy to read at small sizes and work well when printed in black and white, as well as colour.”

A logo has to communicate an important message minimally and instantly. Your task is to design a logo that projects a positive image of you. It should describe who you are and what you’re about. When someone sees it, what’s the first thing you want them to think? Make it as striking and original as possible using colours shapes or symbols that communicate the essential you – think about icons that express a key characteristic of your personality, including your main hobby or interest, and get creative with your initials.