Your logo is probably the most difficult of all brand design pieces you will design for your business. A strong logo will last you a lifetime. So it’s good to invest the time you need to create something unique and memorable. But before you start you need to know and understand the elements a logo is composed of. Those logo components can help you to design a strong and professional looking logo.
Different types of logos
Of course, there are several types of logos you’ve already seen before. The classic logotype or wordmark consisting just of type, the symbol mark which you see in use mostly with already established brands like Apple or Nike, and the combination mark which is, no doubt, the most popular and most used type of logo. And that’s what this post is about.
Related post: 4 types of logos
The 3 key logo components
Combination marks, as the name says, combine a symbol or icon with a logotype. They are generally composed of 2 or 3 elements as you can see in the example below. An icon, the logotype, and a tagline. These logos are so popular because they are effective and versatile at the same time. You can easily use the icon for other designs as well and it can help you to give your logo a unique touch. The logotype can stand just by itself depending on where you use it or in combination with the other two components. Let’s take a closer look at the three logo components.
Icon or symbol
Icons and symbols are a way to show off who your brand is. Sometimes they are very obvious and clear to understand, sometimes they can be a bit abstract. As we say, a picture can say more than words, your icon has the ability to tell people what you do. You could use a hand-drawn illustration which shows off your brand’s personality or create something with geometrical shapes which always looks modern and minimal and can help you to balance out your logo design. As I’ve said above, you can also use this icon alone on other designs for example as a watermark or a favicon.
You might think, this is just your business name written out and picking a nice font but often a lot of work goes into the logotype. Starting with the decision on how you want your business name to be written out (all caps, how many lines of text …?). The font choice can be time-consuming too. Which font can best represent your brand? You could even create your own font out of your handwriting. Plus, the true typography work of composition and arrangement until every detail fits. Logotypes are a simple but effective way to make your logo memorable. By choosing the right font or customizing an existing font to your needs even a simple logotype can often transport your unique brand message. It makes, therefore, sense to begin with the type first and then decide if you want to add an icon or tagline.
Related post: What a typeface says about your brand
If your business name is your name or if it doesn’t really explain what you do or sell, the tagline is a great way to let people know. It can also help you to define very clearly your specific niche or target client. It should be clearly distinguishable from the logotype in size and or color or by using a different font. But you should also make sure when you want to use your logo in a very small size, your tagline is still readable.
What you need to consider for your logo
As said above the three logo components can be used together but they can also stand separately. You have to make sure everything works well together. Only add an icon if it makes sense and adds value to your logo. Make sure the icon, as well as the logotype, can stand alone without losing their meaning. Now it’s up to you. Get creative!
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