A logo is a uniquely styled symbol that stands as your business’ visual identifier. When customers see your logo, they must instantly recognise and associate your brand with the graphic. In fact, it’s just as important as the business name! Unique and professional logo designs elevate your brand, capturing attention in an superfluous advertised world.
We see logos everywhere, everyday… Every waking minute! There’s logos on the advertising bordering the paths you walk each day, on the food you’ll pick out for lunch and the Apps you use on your phone. Logos are essentially their own form of communication.
Although most of us can point out and identify a brand’s logo, many people are unaware of the different types of logos. There are different styles and designs of logos with unique aesthetics and emotive components. Understanding the logo styles will greatly benefit your business projection, taking your design and brand identity to the next level.
Explore below and find which logo style is best suited to your personal tastes and business offerings.
1. Abstract logo
Like the name suggests, these logos are abstract symbols that aren’t reflective of real life objects, people or things. Abstract logos might make references to real-life however, they’re usually metaphorical and experimental.
Example:
Some abstract marks you might know are Nike, Pepsi and many of the Google softwares such as Google Drive, Google Ads, Photos, Podcasts etc.
Why:
Abstract logos can be captivating and innovative, sparking curiosity and interest from customers. Abstract logos are unique, memorable and add depth to your brand narrative.
Why not:
It’s crucial that abstract logos are done professionally with a graphic designer and brand developer. Abstract design can quickly make a wrong turn if the design has been put together quickly and cheaply.
2. Mascot logo
Mascot logos are a great way to show off your brand’s personality and have some fun with your branding. Mascot logos involve an illustrated personified character that stands as your brand’s leader/spokesperson. You’ll often see the mascot worked into other advertising collateral such as pamphlets, signage, digital ads, social media posts and video.
Example:
Famous mascots you will know and love are the Michelin Man, Colonel Sanders from KFC, Tony the tiger from Frosties and Perth’s burger joint Christos.
Why:
Mascots are a fun logo solution that works as a great way to personify your business with a memorable character who embodies the characteristics & personality of your brand. They also serve as a perfect opportunity to create distinct visual identities that last the test of time.
Why not:
It’s important to identify who your target audience is and identify whether a mascot will appeal to your market. Mascot logos could lead to failure if they isolate customers or even offend individuals personally. As always, consult with a professional branding team (like us!) before committing to a mascot logo.
3. Monogram logos
These are type based logos that rely on an engaging font style and brand name to attract customers. Commonly, monogram logos are used when the business name is long and can be effectively shortened into initials.
Example:
Once you start looking for monogram logos, you’ll soon discover they’re everywhere. There’s MTV, NBN, Warner Bros., Dolce Gabbana, Louis Vuitton, LG and so on. These businesses have built sophisticated logos using the initials of their brand name.
Why:
Monogram logos are an effective way to simplify an otherwise complex title for example, National Aeronautics and Space Administration is simplified to NASA. When paired with captivating brand design, monogram logos are highly memorable and informative. Depending on the design, monogram logos can be luxurious, authoritative and pragmatic.
Why not:
Be careful not to abbreviate your brand name just for the sake of it. Ultimately, your logo needs to leave a mark on your customer. If your business’ abbreviation is easy to forget, a monogram logo isn’t going to work for you. Consult with one of our brand specialists for more advice on whether this style suits your business.
4. Pictorial logo
Pictorial logos are graphic icons, symbols or images that have been designed to reflect the brand’s personality and/or offerings. Unlike abstract marks, pictorial logos are realistic, nodding to a real-life object or thing.
Example:
Many iconic businesses use pictorial logos to drive their brand for example; Apple, Twitter, Target, Shell, Starbucks, Penguin books and even us, Cloud Cartel!
Why:
Often a pictorial logo is combined with a monogram or a wordmark, to further push the brand into the customer’s psychology.
There’s two ways to build a pictorial logo, by either making the pictorial logo literal to your company’s name (e.g. Apple’s apple logo) or, incorporating the product or service your business offers (e.g. the Gmail’s envelope logo or Bunnings’ hammer). Effectively conveying your brand within a pictorial logo is a great way to build narrative and get customers to remember you.
Why not:
Pictorial logos are a fantastic way to create recognisable iconography in a world where consumers are inundated with advertising. The key word here is “recognisable,” pictorial logos require a great deal of thought and creativity to ensure your brand stands apart from competitors. Ensure to consult with a specialist when designing your logo.
5. Emblem logo
Emblem logos involve font inside a symbol, resembling a badge. They often evoke authority and tradition, having roots back to family crests and medieval heraldry.
Example:
Emblems are a unique logo style that you will find in specific brands such as Chivas Regal, Harley Davidson and many schools and sports teams. These brands often knowingly nod to the history of the emblem logo, taking advantage of its authoritarian and powerful iconography.
Why:
Due to the specific messaging of the emblem logo style, they can be highly effective logos when the style matches your brand identity. Harley Davidson is an excellent example as the logo entwines strongly with the brand story – since 1903, legendary, iconic and traditional.
Why not:
Emblem logos are less versatile than the previously mentioned logo styles due to the classic messaging the logo captures. Ensure your business strategy ties in with this logo style otherwise you could leave your customers feeling disorientated and confused.
Loko for logos?
In this article we’ve gone through the top 5 logo styles. Alongside these logo types, there are also dynamic marks, word logos and combination logos. There’s certainly a lot to choose from when it comes to logos, each with their own benefits and drawbacks.
At the end of the day, you want a logo that not only you (as the business owner) enjoy but also, what your customers are going to engage with. In saying that, before you even begin designing your brand’s logo you want to make sure you’re confident in your brand strategy and target audience. Developing a clear brand strategy will pave the way for a concise, successful and harmonious brand and thus, logo.
If you’re unsure which brand logo is right for you, let us help you out. Here at Cloud Cartel, we have a specialised team devoted to brand design and development. We’re here to build your brand’s narrative, establish a strong brand identity and give your business the competitive edge your customers are searching for. Now’s the time to step up your branding, contact our team today.
