The different types of logos

 We talk to you about logos so often that you are on your way to becoming a real expert on the subject!

And that's great: the more details you know about this representation of your business, the better you will know how to choose yours. For example, do you know the different types of logos that exist?

1. Typographic logos

Typographic logos are those that focus everything on writing.

Suffice to say that, for these, the choice of an appropriate font will be more than essential. It is even advisable to have it custom made: no, the Comic without MS installed by default on your computer is not the right option!

Conversely, imagining a typography that represents your brand, your universe, your values, can constitute a real intellectual challenge. And some brands do not hesitate to modify their font to better match their identity. Or fashions.

The Google logo has evolved over time, remember

In typographic logos, there are two trends:

• The monogram : just a few letters which use the initials of the brand name. An ideal choice when the name is long and compound (Nasa, HP, etc.)
• The logo : the full name of the brand, but stylized to better present it (Coca-Cola, etc.). Preferably short, easy to remember names.

When the business is starting out, a good practice can be to indicate, under the monogram, the full name of the brand, to help recognition and memorization.

2. Logos that include illustrations

You know the adage: a picture is worth a thousand words. And that's where drawings come in. They can be presented in a variety of ways, we'll come back to that, but their purposes remain the same:

• Be recognizable at first glance;
• Have symbolic value;
• Convey the brand identity .

See the Apple brand apple. It fulfills its objectives perfectly. But she's not the only logo to achieve this, fortunately.

3. The pictogram

The pictogram is typically a logo that is only represented by a small symbolic drawing (think of the Twitter bird).

It's about choosing it well from the start of the brand, because once it is associated with it in the minds of consumers, you will no longer be able to change it. You can stylize it, improve it, but not change what it initially represents.

Here again, nothing prevents you, at the beginning of the brand, from systematically presenting this pictogram attached to the entire name of the brand. Then the day will come when the image alone will be enough...

4. The abstract logo

For this one, you will also go towards a pictogram type illustration, except that its representation leaves a little more room for the imagination.

The Adidas logo is a good example. Its meaning is not understandable at first glance, which allows you to tell a whole story around it and integrate all of your values.

This type of logo requires more work of imagination, both on the part of its designers and the public. On the other hand, it will be truly unique

5. The mascot

Mascots help create identification around the company. A link that emerges almost from the emotional feeling is created with this kind of logo.

The invented character can also experience many adventures, be used in advertisements and even be played during events. Which makes it a considerable asset for brands linked to the world of childhood, but not only (who has never seen one of their friends having their photo taken next to a mascot, for example during a sport competition ?)

On the other hand, this type of logo can be more difficult to include on stationery or business cards . It is therefore necessary to design several versions or to think of this particularity from the design stage.

6. The emblem

The emblem is the modern version of the knight's coat of arms of yesteryear.

This type of logo can appear busy: it has a vintage appearance, sometimes worked by hand, and it is currently all the rage! Perhaps because it represents a certain cachet, panache.

However, you must be careful not to include too many details, so that it remains readable in black and white and in small dimensions.

Conclusion

Depending on your world, you will opt for one or other of these types of logo. Luxury brands often turn to monograms, the alcohol sector is currently leaning towards emblems ... But you can also mix the two (Lacoste has a crocodile and its logo).