- Logos, logos, logos.
So many of them out there.
Did you know though
that you can categorise
them down into groups?
There are different ways
to describe certain designs
of logos and we're going
to talk about them today
or I'm going to explain to you
the different types of categories.
The first category that
you'll have with a logo
is the basic symbol or
icon, iconic-type logo.
This type of logo represents
a brand in a simple,
but bold and confident manner.
In most cases, the image
is abstract or stylized.
You'll generally find these types
of logos for large, large brands.
Brands which serve the whole the world.
The reason behind that is that
if you serve the whole world,
you're going to be serving populations,
you have different languages,
different traditions
and you need your brand identity
to be recognisable quite easily,
without having to understand words.
So, having a symbol or an icon
is ideal for those types of businesses.
Examples of those
businesses would be Apple,
Shell, Shell Oil,
or the Nike swoosh.
Those are all symbols and
they work really well.
Next we've got the wordmark.
Now, the wordmark is
basically what it says,
the logo is made up of a word.
In these cases, what you
will find is that the brand
will create their logo, but
they'll create their logo
using a unique font,
they will have a design
or write the name of the business,
but they will do it in a font
that isn't available anywhere else.
That keeps uniqueness with that design.
They won't just jump in to Microsoft Word
and use Arial or Comic Sans.
No, no, no, no, no.
Examples of wordmark logos would be
Coca Cola, Facebook
and eBay, they are all wordmark logos.
Next up, we've got a lettermark.
Similar to the wordmark,
but a lot shorter.
Lettermarks will generally
use the initials of a company.
There could be a few reasons for that.
It could be that the
company's name is really long
and it's just not going
to fit well as a logo.
It may be that the company's name
is quite hard to pronounce.
So, as we said about the symbol,
it may be that the company has a long,
is a German company, has a long name
and it's quite hard to pronounce
for people from other countries.
So what you do is you take the initials
and you shorten them down and
you make a logo from that.
Examples of lettermark logos
would be Hewlett-Packard, HP,
His Master's Voice, HMV,
and IBM.
The next logo category
is the combination mark.
Now, a combination mark utilises
a wordmark and a symbol in one.
So you kind of have the
best of both worlds there.
You've got adaptability, you
could use the symbol on its own
or you could use the watermark on its own.
There is a danger, though.
You would only really do that if you have
a well-established brand and you've spent
a fair bit marketing your
logo so that everyone knows
what it is, that it's
instantly recognisable.
Only then would you be able to really take
these two separate elements and use them
in their own situation, 'cause you'd have
the confidence that people
would know what it is.
But it gives you adaptability
for different marketing situations,
print, digital, screen,
all that sort of thing.
Examples of a combination
mark logo would be
Pizza Hut, Adidas
and Burger King, three
good examples there.
And the last category
of logo is the emblem.
Now the emblem is quite similar
to the combination mark.
You'll have the company name
and you'll have a design.
Not quite a symbol, though.
The reason it's an emblem
is that the company's name
is fully encapsulated within the design.
Think of it more like a shield or a crest
with the company name inside of it.
Examples of that would be Harley Davidson
with the name fully in the
middle bit with the shield,
BMW,
and Starbucks.
Three examples there of emblem logos.
If you've got any questions on any
of these categories of
logos, I'd love to hear them
and I will make sure that I answer them.
Just pop them into the
comment section below.
I'm looking forward to future videos.
We'll delve again deeper into logo design
and we'll also delve into brands
and what brands are exactly,
the elements that make up a brand,
and we'll also look at more design.
Thanks for watching.
