2 - 2021 - Website Design • Marketing • Brand Identity Design

The 7 Types of Logos – Which is Right for Your Brand?

We all know that a logo is the cornerstone of a business’s branding efforts. They are the visual symbol your customers remember and associate with your company.

Of course, you want to make sure it’s just right for this purpose. Perhaps the best starting point is to decide which of the 7 logo types is right for your business.

Didn’t know there are 7 different types of logo? You do now! Here’s a rundown of each to help you decide.

The 7 types of logo

Generally speaking, logos will involve text, images, or both. But it gets a bit more involved than that.

1. Lettermarks

Also known as a monogram logo, a letter mark consists of (you guessed it) letters. To keep things short and sweet, these logos rely on initialisms: the first letter of each word in the company name.

Think NASA, IBM, HBO, and so on. In fact, these logos are so strongly associated with their brands that many of us don’t even know what they stand for.

The fundamental part of a good lettermark is the font. Whether you design it yourself or pick a readymade one, it needs to stand out and be simple yet memorable. Just consider the branding potential of NASA’s logo.

Monogram logos are ideal for companies with long names – they help to make the company more memorable. After all, your customers only need to remember a few letters rather than something like International Business Machines Corporation (IBM).

2. Wordmarks

Workmarks, or logotypes, are a similar concept to lettermarks. As the name implies, they use a whole word (the company’s name).

They’re best for companies with a short, succinct brand name, usually one word. Think Visa or – better yet – Google.

Google arguably encompasses everything that’s right about wordmarks. They have a short, catchy business name and iconic typography. Pretty much anyone who’s been near a computer could describe their logo to you.

As with lettermarks, the right font is crucial. It should reflect your business: a fashion brand would use something elegant; a security firm, something bold and secure.

When to use

Lettermarks and wordmarks can be used in similar situations. You might be tempted to jump on either at this point, but hold off. Not every company will benefit from basing their logo around their name.

Consider these points:

• A lettermark is useful if you have a long business name.
• A wordmark is a good choice if you want people to remember your name, particularly if it’s distinctive.
• Both are easy to replicate and versatile across all marketing and branding strategies.
• Detail is vital: a clear font that reflects the nuance of your business is a must.

3. Pictorial marks

Also known as a logo symbol, a pictorial mark is just that: a picture or symbol. Customers being able to recognize your brand simply by seeing a picture is a sign of excellent marketing.

You probably don’t need many examples of this, but think Apple, Twitter, Snapchat, the World Wildlife Foundation; the list is endless.

Pictorial marks can be a reflection of your company name (again, Apple), a more abstract relation to your product’s function (the Snapchat ghost), or create an emotional response in your customer (the WWF panda).

This type of logo is arguably better suited to well-established brands, but even they started somewhere. However, Apple’s logo originally had text, so bear this in mind.

4. Abstract marks

An abstract logo is simply an image that isn’t something recognizable. Unlike a bird or apple, they’re things like Pepsi’s circle, Nike’s swoosh, or Adidas’s… thing.

Abstract logos offer a lot of freedom but also require plenty of work to establish the right feeling in your consumer. Sometimes this can be more straightforward: the Nike logo symbolizes movement. Other times it’s a bit more challenging (Pepsi’s logo, for example).

Again, the key here is cultivation of emotion in the minds of your consumers. Therefore, abstract marks require solid marketing plans and commitment.

5. Mascot logos

Simply put, a mascot logo is a character that becomes associated with your brand. By including them in your marketing campaigns, the link is immediate and recognizable. What’s more, it gives you a free spokesperson for your brand.

Some examples include the KFC colonel, Mr. Peanut from Planter’s, the Michelin Man, even Mickey Mouse.

Mascots are fun, often cartoon-based, and can appeal to adults and children in equal measure.

When to use

Mascots, pictorial marks, and abstract marks offer similar pros and cons. Consider these points:

• Abstract and pictorial marks are useful if you have a long brand name.
• However, they can be tricky if you’re a new business. Getting to the point where customers know your image takes time and money.
• All 3 are useful if you want to do international (or multi-language) business and your name doesn’t translate well.
• Mascots offer a massive range of marketing potential, particularly towards families.

6. Combination marks

You can probably guess by now what a combination mark is. Simply put, it’s a combination of text and image. There are different methods of combining them, including using the text within the pictorial image.

Take, for example, Pringles, Burger King, and Doritos. All offer iconic brand images that you immediately recognize.

They offer versatility and a good way to begin the association between your brand name and its chosen image. Apple and Twitter are both examples of this. Over time, they phased the text out because people know who they are.

Combination marks are a good choice for new businesses that want their brand image to be primarily picture-based, either now or in the future.

7. Emblems

An emblem is basically the more classical version of a combination mark. They include text and image; the text may be as simple as the business name, or might include a slogan.

Starbucks is a good example, as is almost any automotive company or school. Emblems are striking and rely on their traditional appearance to establish a feeling of trust in their consumers.

Emblems often require high levels of detail, which can restrict their marketing potential slightly. If you want something striking on a business card, for example, an emblem might not be the right choice.

However, you can overcome this by keeping your emblem design bold and striking. Think Harley Davidson, which is widely known to work well on clothing and smaller items.

When to use

Emblems and combination marks share similarities in their appearance but differ in use. Consider:

• A combination mark is great for new businesses because they’re easy to make unique.
• What’s more, they quickly establish a link between a visual and your company name.
• Emblems have the potential to be popular, but you need to put a lot more work into the design to keep them simple yet full of impact.

Conclusion

Hopefully one of the 7 types of logo will be the right fit for your brand.

But if it sounds like a challenge to pick the right one, contact Gee Productions. We’re happy to set you up with a logo that truly reflects your brand.

Our consultations are free and we’ll go over everything we need to get started.

Do you drink Starbucks coffee because of their logo?

by GEE PRO

Do you drink Starbucks coffee because of their logo?

Most likely not.

Then why do you?

Here’s my wife’s reasons why:

White chocolate mocha
That “ooowee good” feeling
Relaxing atmosphere
Good memories with friends
Customer service
Loyalty program

I don’t drink coffee but here’s my reasons why I like Starbucks:

How it makes my wife feel
Bagels with cream cheese
Very Berry Hibiscus
Chill music
Good memories with friends
Customer service

What can we learn from this?

Although a logo is an important part of a business it’s not the main reason why customers become fans.

Customers become fans based on how your brand makes them feel, an emotional connection.

And whenever a customer sees your logo they’ll recall their experience with your brand, whether good or bad.

How does your brand make customers feel?

Brand vs Identity vs Branding

by GEE PRO

Why Building Your Brand is the Cornerstone of Success

It shouldn’t be a secret that branding is the cornerstone of success for any business. But unfortunately many companies don’t give it the attention it deserves.

As branding experts, we know the power it has over a business’s success. That’s why we’ve put together this article: it’s designed to help you understand why branding is so important.

We’ll cover what exactly we mean by a brand, what a brand identity is, and some comprehensive information about branding.

What is a brand?

This might seem like a fairly simple question to answer, but what is a brand?

A brand might refer to a company’s logo or its identity, but these alone aren’t a brand.

In short, a brand is a set of assets relating to a business. Many of these are intangible and built around their relationship to their customers.

For example, a brand includes:

An emotional connection
A range of feelings associated with that company
A promise to offer a good product or service

These might sound like incredibly generic concepts, and to a certain extent they are. However, they’re all based around the way a company offers itself to its customer base. In other words, a brand is credibility.

Take a minute to think of some top-name brands. These might be companies like Apple or Coca-Cola. While their credibility might be debatable in some regards, their customers definitely hold them in high regard.

People love brands like Apple and they trust them. Here you can see the benefit of emotional connections between a company and their customers.

What is brand identity?

If the concept of a brand is so fleeting and intangible, is the same true for a brand’s identity? No, a brand’s identity is essentially the opposite of what a brand is.

Brand identity is the range of assets that influences the way customers perceive a brand. They’re things that set one brand apart from another and help a company to solidify their position in the minds of consumers.

Importantly, things you might have considered to be a brand actually relate to brand identity. Things like logos, website design, color schemes, custom fonts, these are all part of brand identity.

Brand identity is what you see about a brand. Think again of the two major companies referenced above. Coca-Cola has one of the most instantly recognizable brand identities in the world. This is arguably part of their massive success.

Similarly, anyone could point out an Apple product. Even without seeing the logo, their cool, sleek product design is another part of their brand identity.

The key to great brand identity is consistency. Creating a consistent and holistic identity for your brand will do wonders for its success.

Of course, this is one of the main roles of a designer: they help to build a brand through its identity. A good designer will create the intangible (emotional connections) through the tangible (recognizable logos).

What is branding?

Now what we have a better understand of a brand and brand identity, we can discuss the concept of branding. Branding is the process of combining the two.

Perhaps the best way to understanding the process is through the words of successful marketer Marty Neumeier. Marty claims that branding is the process of creating potentially millions of brands, one unique brand in each of your customers’ minds.

Similarly, he states, “a brand is a result. It’s a customer’s gut feeling about a product, service, or company.” By this, he means that your goal is not so much selling a product or service, but the associated feeling that draws customers to your company.

Branding, therefore, is the process of creating this feeling within your potential market. It uses identity to create an image in the minds of your customers, the result of which is a successful brand.

It begins with research: what your customers want and what you will give them. Next comes strategy, the process of how your company will give it to them.

Once you have this in hand, then you cover brand identity. This is based around your strategy and assets, and how these combine to create your unique niche.

Only once this is completed can you move on to what people believe branding to be: advertising. Advertising is basically creating your brand identity in the minds of potential customers, hoping they’ll perceive you in the desired way.

It’s up to the specific company how they want to proceed with branding, but it’s essentially the process communicating your desired identity. As mentioned, your brand is the result of this successful communication.

Strong and successful branding comes about through long-term strategies built around a tight concept and unique identity. It’s not a guaranteed process, but the better the strategy, the more likely you’ll be to succeed.

Conclusion

In short, a brand is the result of the successful process of branding using a unique brand identity.

Having a clear picture at every stage will result in a strong and successful brand.

Here at Gee Productions, we’re experts in brands, and we bring our knowledge to each and every business we work with.

If your business needs to build its brand, contact us to see how we can help.

What is Brand Strategy and What Does it Mean for Your Business?

by GEE PRO

Brand strategy is a term thrown around in the world of marketing. From a business perspective, you might think of it as your logo, font, graphic design, and so on. But it’s so much more than that.

As branding experts, we thought we’d put together an article on what exactly we mean by brand strategy and why it’s a vital component for any business looking for success.

What is brand strategy?

Brand strategy arguably encompasses everything about your brand. It’s entirely centered around where you want to go – your destination.

Think of it like a GPS navigation system. You type in your intended destination and it tells you how to get there. But importantly, it does so in a structured and detailed way. It doesn’t just highlight your end point and say “off you go”, it states every step for getting there.

Well this is what brand strategy does. Inevitably, your end goal is to provide your potential customers with a product or service that you’ve decided they need. Your brand strategy details how you’ll provide them with this, from concept to execution.

It includes:

• Brand identity (logo, website design, name, etc.)
• Competitive positioning and market research
• Necessary tools (website, copy, etc.)
• How you’ll create and retain customer loyalty

The starting point of your brand strategy is your core principles. These often include philosophies of production and supply, emotional connection with customers, consistency, flexibility, and more.

Designing your brand strategy around your core principles will result in a much more comprehensive and applicable set of steps.

It also covers things like clarity of your company’s message. For example, developing a clear brand strategy allows you to produce consistent brand messages across a variety of channels, such as social media, your website, and even printed marketing.

Lack of consistency in a brand strategy quickly becomes obvious. In a worst case scenario, potential customers will leave more confused than when they found you and will have no idea how or why they need what you’re offering.

So, in short, a brand strategy is your road map to success. It should factor into everything you do from identity and research to customer interaction and marketing. Clarity and consistency are cornerstones of an effective brand strategy.

Brand strategy is about clarifying your purpose. It forces you to ask: “Besides making money, why does my brand exist? Where do I see my brand in 10 years, and what steps must I take to get there?”

Knowing these questions before you start marketing, or even developing a business strategy, will help make things much clearer and more streamlined.

A great example of an almost perfect brand strategy is Tesla. While they’re currently one of the most valuable companies in the world, this has never been their main objective.

Since Tesla’s inception, its goal has been to revolutionize the sustainable transport industry. Within this was the secondary goal of accelerating technological development and making it more accessible to a wider market.

In short, their goal is sustainable transportation that’s not only environmentally friendly, but also stylish. Each year they’re able to improve the design and function of their vehicles, and over time make them more affordable.

Having an effective brand strategy in place allows Tesla to keep their efforts streamlined and consistently reach their goals. It’s through brand strategy that the company has built a loyal following and become so financially successful.

Why is it important?

The answer to this question should now be fairly obvious. Brand strategy is important because it dictates everything you do for getting your brand out there and into the minds of your customers.

Having a clear brand strategy will also make these steps much easier. If you have a clear picture of what your customers want and how you’ll give it to them, you’ll have a much greater chance of success.

Brand strategy impacts the following vital areas:

• Market analysis and company objectives
• Managing assets and launching brand identity
• Deciding and refining your business focus
• Design and marketing

Coming up with an effective business strategy should be your first step, even before deciding on things like a name. The only bit of information you need to start a brand strategy is your business idea – everything else flows from there.

You use this idea to do your market research to understand your potential niche. In turn, this impacts your business model and asset management. Having a brand strategy first will refine your scope much more effectively.

Similarly, a brand strategy will make it much easier to produce your brand identity, which we discussed in more detail in a previous post. Brand identity includes assets such as logo, website, business cards, font type, colors, and so on. In short, anything related to the visuals of your brand.

Without a strategy, these could become unrelated and disparate. With a strategy, they’re much more consistent. For example, prior market research will give you an indication of what works in the market and what doesn’t. This information is vital for deciding the visual aspects of your company.

Conclusion

To summarize, then, brand strategy is vital for success. This is true regardless of the size of your company, as everyone benefits from better business results.

The important thing with brand strategy is that it allows you to articulate your brand. By the end you should be able to summarize your business into a sentence; that’s the result of a good brand strategy.

Here at Gee Productions, we’re brand experts. If you feel your company is missing the vital tools to make it really stand out, we can help.

Our process will help you to build and understand the right brand strategy to take your business where it needs to go. Contact us for a free consultation.

Comfort Insurance

by GEE PRO

Website Design

Ledgers Etc

by GEE PRO

Website Re-Design
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The 7 Types of Logos – Which is Right for Your Brand?

1. Lettermarks

2. Wordmarks

3. Pictorial marks

4. Abstract marks

5. Mascot logos

6. Combination marks

7. Emblems

Conclusion

Do you drink Starbucks coffee because of their logo?

Do you drink Starbucks coffee because of their logo?

Here’s my wife’s reasons why:

I don’t drink coffee but here’s my reasons why I like Starbucks:

What can we learn from this?

Brand vs Identity vs Branding

Why Building Your Brand is the Cornerstone of Success

What is a brand?

What is brand identity?

What is branding?

Conclusion

What is Brand Strategy and What Does it Mean for Your Business?

What is brand strategy?

Why is it important?

Conclusion

Comfort Insurance

Ledgers Etc

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