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Impact people’s conscience in the way they see your brand. It is the peak of every experience and marketing practice by any business. A brand is made up of every experience from every customer, supplier, partner and prospect
What is a logo?
A logo is an easily recognizable, reproducible, visual design element, often including the company’s name, symbol, specified colors, typography or trademark. They are usually clever and say something specific about the company. In most cases they should be simple, memorable, appropriate, resizable and timeless. A logo doesn’t begin to reflect emotions or deliver specific message until it becomes part of a larger brand
What’s the difference between a brand and a logo?
A brand is essentially the sum total of every interaction or experience of every supplier, customer, vendor, partner and even the people who don’t support your business.
A logo by itself is merely a piece or part of your branding. A brand is everything tangible and intangible. It’s the way people feel about your company. This is why design and positioning is important. Did you ever notice how the Coca-Cola brand makes you feel? You get a cool, crisp, sweet feeling. This is not done by the logotype alone, but with its color, graphics (bubbles and the use of curved lines) the shape of the bottle and the way it has very few edges, the way how every; truck, billboard and TV ad consistently uses this specific imagery. All these things… is your brand
There are different types of Corporate Identity
Now all corporate identities (or ‘Logos” as they are often called) are some combination of type and image, they all have different purposes and feelings. What I would like to say before we begin is that the word “Logo” is commonly misused in this industry by professionals and nonprofessionals alike. The word logo is actually short for “Logotype”. I guess over the years it has basically become the most popular type of corporate identity and I guess it has just simply become the generic word to describe all corporate identities. Kinda like how “Squeezy” encompasses all dish washing liquids and “Breeze” basically describes all types of laundry powders… In Trinidad and Tobago that is.
Lettermarks (Monogram Logos)
Letter Marks are Typography based, but they do not always form a pronounceable word. They often come in the form of Acronyms. With these lettermarks people will find it easier to say or remember their acronyms rather than the entire name of the company. Like HBO is easier to remember than Home Box Office.
Logotypes (Wordmarks)
Logotypes are also font/text based, but they actually form words that you can pronounce, like Google or Coca-Cola. The Names themselves are catchy and memorable, so when combined with excellent typography, we end up with a powerful brand.
Avatars
Avatars are a bit more complexed, pictorial, dynamic and Geometric. They are still however concise and condensed into very basic forms. I like to describe Avatars as an evolution of the traditional graphic symbols that were traditionally used in a time when print media was the most important.
Mascots
A mascot basically involves an illustrated character. I’m sure we are all familiar with popular mascots like Mr. Clean, Colonel Sanders and Mr. Peanut. Mascots are great if you want to create a wholesome atmosphere by appealing to families and children. Think of all those mascots at sporting events and the great dynamic they create by getting involved with the audience!
Combination Marks
Combination Marks are almost exactly what they sound like. Take any of the 2 above and put them together. Mainly a logotype or a letter mark combined with a symbol. They can be integrated or they can fall side by side or even stacked
Emblems
Think about badges, Seals and Crests. Think about the sigils you saw in your favorite Game of Thrones episode. Think about your favorite basketball team. Emblems are usually extremely illustrative and way more complex and detailed than the other types of corporate identities. They can be less versatile than the aforementioned types of identities. They tend to not be able to withstand shrinking for maybe a call card
