Logo design basics: The five types of marks
Logos come in all kinds of shapes and sizes however they typically are one of 5 different classifications. Designing a logo is about much more than an exercise in aesthetic. A logo must be a positive depiction of the product or service it represents. When designing a logo, knowing which type of mark would be the most appropriate for the application will help you achieve a stronger solution.
WORDMARKS
WORDMARKS
A wordmark is a logo comprised of text only featuring a unique typographical treatment used to convey the brand’s message or positioning.
LETTERFORM MARKS
Letterform marks use one or more letterforms as a symbol to convey the brand message.
MARKS
A mark is a literal and often pictorial representation of a company or product. The image is usually a reference to the company or a brand attribute.
ABSTRACT MARKS / SYMBOLS
Abstract marks and symbols use visual form to convey a concept that is relevant to the brand message.
EMBLEMS
Emblems are a complex mixture of pictorial elements and type that are linked to the organization and its positioning.
Each of these different classifications of marks has its own design challenges and clichés. Using these marks effectively is a combination of experience and research. For more great examples of logo design be sure to check out faveup.com (where I collected these examples).
