A logo, or logotype, is the graphic representation of the name of a product or company. It is a distinctive mark that plays a decisive role in standing out from competitors and making a company’s identity instantly recognizable to consumers.
That is why, to make a logo unique, designers very often use custom lettering and add other visual elements, such as pictograms.
What is a logo, in a nutshell?
Now that we have the textbook definition, let’s make it concrete. If you are wondering what a logo is in plain terms, think of the best-known brands: you will realize that each of them has entered the collective imagination (and your mind) thanks to features that set it apart from the others, telling a story or embodying that brand’s philosophy.
Why does it matter so much to a company?
As Philip Kotler and A. Waldemar put it, the logo is
“the graphic appearance of the brand or company name”.
This means the graphic mark we choose should represent the brand as closely as possible, along with the mission and values that define it. An example? For Apple, the bitten apple speaks of transgression and signals a company that wants to think outside the box, innovatively.
Different types of logos
To each their own. There are several types of logos, depending on the message a company wants to convey. Here are a few examples:
- Monograms: created by overlapping or combining the letters of the brand name (as with Yves Saint Laurent);
- Acronyms: built from the initials of the company or product name (like the IBM logo, short for “International Business Machines Corporation”);
- Pictograms: symbols or drawings that depict a concept or an element representative of the company and its business. They can use iconographic signs or show an object tied to a higher-level idea. In this case, careful research is needed to choose the image that will most strongly link the symbol to the brand in consumers’ minds;
- Abstract logos: distinctive marks that do not depict real objects, as in the case of Nike, but that connect clearly and precisely to the company’s story;
- Mascot logos: a rare option, but one that does exist: just think of the Michelin man or the KFC colonel;
- Emblems: here the text sits inside a symbol or icon. This is typical of university logos (such as Harvard‘s) and commercial ones (Starbucks and Burger King).
How to create a logo
Now that the world of logos holds no more secrets for you, you should know that creating one is not that complicated. The recommended route is to work with a graphic designer who can help you put your idea down on paper. Alternatively, you can unleash your creativity with the many design tools available online (including free ones).
Either way, bringing an effective, communicative logo to life will be a breeze.