How to choose the right logo for my brand?
One of the first steps when creating a brand is the choice of a logo. For many it is one of the most difficult processes, for others perhaps one of the least important actions in the operation of the company.
The truth is that in a world as dynamic as the Internet, successful logos manage to transmit to the user the personality of a brand and even its history or mission. In that sense, your logo also works as a profile picture or a letter of introduction.
Now that we know the value that a logo can have, it is important to define perfectly what a logo is.
Do you want to know which logo is right for your company? We can help you with that!
What makes a successful logo?
It is popularly said that a good logo has to be simple, memorable, and evocative:
Simple in the way it synthesizes the personality of the brand; memorable, being able to stay in the head of your viewer, for this it is necessary to understand who you are and link it with simplicity. Finally, it must be evocative, it must communicate by itself your identity or your story. It becomes necessary to understand the brand in the 3 points, a journey through everything you are trying to evoke.
Now, you may not need a good logo, however, we are still talking about graphic representations of a brand and there are different variants of these or a “logo”, as we commonly know them.
Combination mark logos, imagotype
It is a mix between a symbol and a wordmark, being one of the most familiar forms to see. It is about playing with the positions and how the elements are integrated within the logo to achieve an original and effective aesthetic.
This type of logo is usually an interesting challenge when used in brands with little positioning, it is easier for users to forget an abstract logo when they do not relate it to an already known brand. It is composed of curves or geometric lines.
Logotype o Wordmark
It is the representation of the trademark through the use of the letters of the name or using abbreviations. By the very definition of logos, which means word, the use of typographies for representation is implicit.
Variants of a logotype:
In this logo style, the choice of the right typography is the most important thing, but although it is based on the use of letters, it focuses on the integration of the initial letters within a symbol. There are letter marks just as sublime as abstract logo marks. It is also known as a monogram.
It is the fusion of several syllables that integrate a name (usually long) to create a new and more recognizable word. One of the most famous cases is Federal Express or Industria de Diseño Textil.
A word is formed through the initials of the different words that make up the brand name. HBO and IBM are the clearest examples.
Imagine making your brand identity recognizable by just one letter of its name; let Mcdonald’s explain it all to us.
It is a signature, a way of giving the name a classic personality, and even a unique identity by the singularity in the manipulation of its letters. Coca-Cola and Salvatore Ferragamo are identities that reflect this style.
This classification can be confused with the logo, however, unlike the logo, isologous cannot exist if the symbols are separated from the letters.
One of the biggest advantages of using a mascot in your brand is flexibility and adaptability. A mascot can be expressly adapted to your communication intention. If you communicate the identity with which your audience perceives you, it is an excellent idea, although in more serious areas it is not very common.
These are coats of arms that involve text and symbols, and due to the sobriety of their representation, they are usually used to communicate tradition or prestige.
Symbol or Pictogram
It is an abstract or traditional symbol that represents the brand by itself, without the need to use words. To have a good logo symbol, it is necessary to brainstorm ideas to reach the best representation of the brand. Apple and Pepsi are good examples.
Now that you know the types of “logos” or graphic representations that exist, you can know which one is the most suitable for your brand. To do this, you have to consider the state your brand is in, maybe you have not yet defined a personality, you have little time in the market or you need to move to another style for an image renovation.
This knowledge is part of the golden rules of logo design. Do you have doubts about how to create your logo? You may be interested in our article.
Do you have more doubts about what kind of logo you should use? Don’t worry, we can guide you. At New Discovery we are experts in branding and brand positioning, together we will make your brand grow and become a reference in your market.