The Tribune

Unsure where to start with your logo design? A good place to begin is by deciding on its style. For logos are intended to be the face of a company. They are meant to visually communicate the unique identity of the brand and what it represents.

Depending on philosophy, a simple logo features elements that refer to the activity of any symbol created for the purpose of identification. I will explain how each of them is defined, when and why you should use them.

Logo styles can primarily be divided into five basic categories: Word marks; letter marks; brand marks; combination marks; and emblems.

WORD MARK, also known as Word mark or logotype, is in many ways the simplest type of logo as it casts the company’s name in text alone. They may be based on handwriting, signatures, custom fonts or (less common) existing fonts. Famous examples include the logos for Coca-Cola, Visa, Google and Facebook.

The “word mark” can also be a good choice for a start-up, as it contains the company’s full name and helps to make it well-known while offering a sense of confidence, history and stability.

LETTER MARK, also known as a monogram logo, is also made of text, and uses the initials of the company rather than its full name. Famous examples include the logos for Cable News Network (CNN), ZNS and Bahamas Power & Light (BPL). As these examples suggest, a letter mark is a good choice for a company whose name is difficult to pronounce or is too long.

Shortening a long company’s name to initials will also make it easier for your audience to remember, especially in global markets.

BRAND MARK, also known as a pictorial mark, contains no text. It is an image, icon or symbol that represents a company or brand. Famous examples include the Apple silhouette, the Nike “Swoosh” and the Red Cross symbol.

A brand mark can be a great way for audiences to form a psychological connection to your brand, as the brain responds on a deeper, more instinctive level to an image than written text, which needs to be interpreted.

Using only a symbol to explain your brand also has obvious advantages when it comes to serving a global market, as it is (in theory) instantly understood everywhere in the world. The success of a brand mark, however, does rely on audiences knowing what the symbol means.

COMBINATION MARK includes a mixture of “word mark” and symbol. Famous examples include the logos for adidas, Doritos McDonald’s, Wal-Mart, Microsoft and Domino’s Pizza.

Also known as iconic logotypes, combination marks mean you can convey a visual idea of what the brand represents, as well as making it clear what it is called. They are particularly useful for new or less well-known brands. Their complexity also means they are easier to trademark, and means your logo is more distinctive and less likely to be confused with other brands’ logos.

That same complexity, however, means it is more difficult to reduce the design down to smaller sizes. Therefore, it is ideal if the different elements can be used separately as well as in combination.

EMBLEM is similar to the combination mark, and involves both text and symbol. Famous examples include the logos for Ford, Starbucks, UPS, MasterCard and Burger King.

Emblems are less flexible than combination marks, as their elements are typically difficult to separate. Generally used by organisations such as schools, charities, sports teams and government agencies, this style of logo can lend an air of authority and authenticity to a modern-day brand.

As a final point, despite the many personalities and function of a logo design, it is no secret that this plays a huge role in a business’s public perception. In fact, is one of the most functional branding investments a business can make. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

NB: Columnist welcomes feedback at deedee21bastian@gmail.com.

ABOUT COLUMNIST: Ms Deidre Maria Bastian is a professionally trained Graphic Designer/ Marketing Coordinator with qualifications of MSc, BSc, ASc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.