When designing your company logo it is important to consider what you want your logo to portray. A logo should have meaning, and draw in your customers. It is also important to consider the different types and elements of logos that are available so you don’t visually overwhelm customers.
Logos typically contain 3 basic elements; name, symbol and color. Name, obviously referring to the name of your company, is an important element of the logo. This is the main part that helps your customers know who you are.
Symbol: This can be a shape or image. Whichever you choose this element should relate to your business. You don’t want to be a wood worker and have a very organic image on your logo, that just doesn’t make sense.
Finally color, certain colors have different psychological effects. Some can make viewers hungry while some can be soothing. Be sure to do some research to see if there are any colors that may help draw in business for you rather than just choosing your favorite color.
You may not be aware of it, but there are different types of logos, 7 to be exact. They include typographic, geometric typographic, initial letter, pictorial, associative, allusive and abstract. Some of those may seem pretty self-explanatory but here’s a quick overview.
Typographic: This is a logo consisting strictly of words. Examples would be Sony or Panasonic. They do not add any images or special fonts.
Geometric Typography: This is a combination of a typographic along with a geometric shape. A great example of this would be Dupont’s logo
Initial Letter: This is basically taking that long company name and abbreviating it kind of how Hewlett-Packard is known as HP.
Pictorial: This may not be as obvious as it seems. Pictorial is when the typography or font was creating specifically for that logo. Hard Rock Café is a great example of this. You’d know that font anywhere and automatically associate it with that company!
Associative: This is fairly easy. Think of Shell gas stations, what is their logo? A Shell of course!
Allusive: This is when the logo has an indirect association with the product or business core. Mercedes Benz and Alitalia are examples of this
Abstract: This one again is pretty obvious; it’s an image with an abstract symbol.
Now that you have an idea of what the different types of logos are, be sure to consider what your company is about and what you want your customers to take away from your business. For example; if you were designing a logo for a health spa, what are some things you might consider, fitness equipment and images of relaxing? NO! That’s be done before. Think deeper and consider why people choose to go to a health spa. They want a healthier body and soul. They want to get fit and relax at the same time, they want balance! Now take that great idea and convert it to an image, the obvious answer would be a “ying-yang” but be sure to take that concept and make it unique and relate it to your company!