How To Choose The Right Logo For Your Business

How To Choose The Right Logo For Your Business


– So how to choose the right logo style for your business? Let’s say you’re starting up a new business or a new organisation and you’re ready to start
the process of having your logo created. There are five main
styles of logo out there. But which one, is right for you? Is it a wordmark? A lettermark? A brandmark? A combination mark? Or a symbol? Who knows? I mean what if you make the wrong choice? It’s going to ruin your business isn’t it? Well not it’s not, really. When it comes to choosing
the logo style for your brand there is no hard and fast rules. You can choose any of
the five different styles that you want. All that you need to do is to make sure that the logo style suits your brand. So let’s go through the
five different logo styles today and I will tell you the benefits and the negatives of each of them. And at the end you can decide
along with your designer which one is right for you. So let’s go. So the first one I want to
talk about is the wordmark. And a wordmark is pretty self explanatory. It’s a word. It’s your business’s
name written out in type. There is no guess work involved. It clearly states the name of your brand. Wordmarks work best if the
name of your brand is also quite short. You don’t want it to be
too long because then it’s far too much to take in. So the shorter your brand name the more suitable I
would say a wordmark is. Now a quick tip, if you do go down the route of using a wordmark for your brand logo, don’t use free fonts. The problem there is that
if you use a free font, chances are thousands of
other people are using the same one. Because it’s free. If you’re going to
choose to do a wordmark, the best thing to do is to look at commercial fonts. Fonts that you pay for. They’ll be less people
using those and you’ll also have a much wider choice
and they tend to be much better designed. Or if you want to go really unique then draw your wordmark from scratch. Have it hand drawn. Don’t use an existing typeface. Some famous brands that use
wordmarks for their logo, Google, Disney, Coca Cola, and Facebook. So next up we’ve got lettermarks. Lettermarks are a good
choice if you do have a long name for your brand. Because what they do
is they shorten it down to just your initials. And by shortening your
logo with just the initials it gives every word or
letter equal visual weight in the design. So let’s say for example
your brand name was three words and had two short words and one long one. Visually that’s quite unbalanced. But by taking just the
initials of each of those three words and creating a logo from that you get a visual balance straight away. The IBM logo is a good example of this. International Business Machines. But pretty much everyone around the world knows them as IBM. Lettermarks are also
good to save on space. If you’re taking a long brand
name and shortening it down then stands to reason that
your logo will be able to go into much smaller spaces
in your branding materials and in other people’s marketing. So if you know that your logo is going to be used in
small spaces quite regularly than the lettermark would
be a good choice for you. Some lettermark examples would be as we mentioned, IBM, there is EA, CNN, and NASA. Next up is the brandmark or the symbol. When it comes to expressing an
idea without the use of words a brandmark is a great
way to go because it uses a symbol or an icon. This is especially useful
for brands which are global because it crosses all
the language barriers. A word of warning though, because you don’t use any
words it makes it much more difficult for people to find out what the name of your brand is, especially if your logo
is seen in isolation and not on some of your
branding materials. Personally, I would only
recommend a brandmark to businesses or companies
that already have a very high level of brand recognition. If your brand is new to the world stage, then you’re probably best
off avoiding the brandmark. Some brandmark examples would be Apple, Shell, Nike, Now we’re onto the combination mark. This uses both symbols and text. Hence the name. Combination. This style of logo is
often the most popular because it uses both a brandmark
and a wordmark together. This makes it much easier
for people to see the name of the brand and have an
icon that they can visually associate with it. It’s important to get
the balance right between the text and the symbol
in a combination mark. As such it can often
take longer to produce one of these designs as there is more to take into consideration
for the visual balance. Some combination mark
examples would be Adidas, Red Bull, Jaguar, and Dropbox. Now we’re onto the last of
the five styles of logos. And that’s an emblem. Emblems are similar to combination marks in that they both use text and symbols, the difference here is that the text is contained inside of the symbol. And it creates a sort of
a badge or a shield look to the logo. The benefit of having an emblem type logo is that they’re quite
compact so they will fit into smaller spaces. The down side to this
though is that because your text is contained inside the symbol if you have a lot of text there when your logo gets to small sizes, the text may become illegible. So in that instance you
may become quite restricted to how small your logo can go. So if you do decide to go
for an emblem type logo pay close attention to
how much text or detail you put into the design
or you may run into legibility issues when
your logo is quite small. Emblem logo examples would be Starbucks, Harley Davidson, NFL, and Burger King. So as you can see, there are positive and
negatives to each of the five different logo styles. There is no right or wrong choice in which one you use. But you should discuss
it closely with your logo designer to make sure
that the one you do choose, is the best fit for your brand. If you don’t currently
have a logo designer and you’re looking to
create a new logo or refresh an existing one then I’m here to help. You can jump on over to my website, book one of my brand power hour calls and we’ll get started
in discussions about how we can improve your brand identity and choose the right logo style for you. Thanks for watching the video, I really hope you’ve liked it. If you found it useful, make
sure to give it a thumbs up, share it with your friends on
your social media platforms and if you haven’t already
make sure you subscribe to my channel, hit the little bell icon
and that will make sure that you get notified whenever
I put up any new videos. So until I see you next time, stay creative folks.

17 thoughts on “How To Choose The Right Logo For Your Business”

  1. I really needed that. Thank you sir. One question. I used negative space in my logo, but it only works with serif fonts. San serif font would fit better, but i can't use negative space then. Any recommendations?

  2. thanks man so helpful we've got one sixth logo type which is Negative Space Logo i would appreciate if you could give us some advice when to choose it how to prepare ideas before designing it thanks again

  3. Hi, Col! Id appreciate your opinion on this: I made a logo for a local tex mex restaurant & the owner loved what I presented but he insists on having a skull be part of the logo (as an icon) for the reason of his fixation on skulls. We are now doing the first revision to add that. I dont think it will make a positive impact on the logo since I aimed for a simple well-designed, clean logo also knowing that a logo design is for your audience and not for the owners personal likings. What is your take on this sort of situation?

  4. ugh… I'm out of inspiration to design myself a one-off t-shirt to promote my channel! Watching a few more of your videos might help point my in the right direction though

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