1. Monogram

A monogram consists of letters; as a rule, these are abbreviations of brands. IBM, CNN, HP, HBO ... Notice the pattern? These are abbreviations of well-known companies with long names that give an easier perception. A monogram or, in other words, an abbreviation is the most suitable option for organizations with a long name.

A monogram is minimalism. This approach will help brands adapt the long names of their companies into a concise and memorable letter sign. For example, so NASA the this logo design - it sounds much easier than the National Aeronautics and Space Administration.

Since attention is focused on fonts , it is important that the logo not only does not contradict the meaning of the company, but also maintains readability when printing on business cards. Also, if your business is not yet officially registered, you can indicate the full name under the logo so that people can decipher your abbreviation.

2. Trademark

A trademark is also a font logo. Remember the same Visa and Coca-Cola. In this case, the logo works when the brand has a short and clear name. A good example of this is Google. Memorable word + strong typography = maximum brand recognition.

As in the case of the monogram, the main point is typography. Since the focus is on a specific word, it is necessary to accurately convey the essence of your business with the help of a font. For example, the fashion industry often uses thin and elegant fonts that indicate a high quality product. And legal or government agencies almost always adhere to “heavy” fonts that evoke a fundamental sense of trust and security.

When to use the monogram and trademark:

- Use a monogram if your brand has a long name. The abbreviation simplifies the design and is quickly remembered.

- The trademark will be a good solution for start-up companies that need a brand name to be heard. Make sure the name is short enough for the design to reveal all the benefits. Too long a name always looks piled up.

- The trademark is relevant for simple and clear names. Then, using the appropriate font, the brand name is easy to remember.

- Both options are easily replicated in marketing materials, which creates an excellent alternative for a young, fast-growing business.

- Be meticulous when designing a logo. It is not so easy to choose a font in order to convey the character of the brand. Be sure to deal with a professional who is as attentive to small details as possible. For example, you can make this type of logo at the Turbologo, this is a powerful logo generator with thousands of templates.

3. Graphic logo

The main sign of corporate identity is a simple graphic image, icon. We identify some brands with their logo: for example, the well-known Apple apple, Twitter bird ... Each of these images is so associated with the brand that these logos can not be confused with anything. A real graphic logo is just a picture, therefore it is not the best option for young companies or for those whose name is still unknown.

The main thing is to choose the right image. It must be something that will correspond to your company throughout its entire existence. You need to think globally of the approach: will it be a pun (as John Deere does with his deer logo), or do you want the image to convey a deeper meaning (think about how the Snapchat cast talks about its application), or maybe you need to evoke emotion (as World Wildlife does with a stylized image of a cute panda that is listed in the list of endangered animals).

4. abstraction

Instead of a recognizable image - an apple or a bird - an abstract geometric figure is used. Some notable examples are the Pepsi Tri-color Circle and the Adidas Striped Flower. Like all graphic logos, abstraction works well because it gives a concise view of your business. But instead of being limited to a specific way, you have the opportunity to create something truly unique.

The advantage of an abstract logo is that you can convey the concept and symbolic meaning of a business without relying on a particular image. You characterize and evoke the desired emotion through color and shape. (As an example, think about how Nike with its logo lays a sense of movement and freedom).

5. Talisman

This is a colorful, sometimes cartoony and funny illustrated image that embodies your brand and speaks on its behalf.

Think of him as the brand ambassador. Examples of such logos include a portrait of KFC Colonel and Planter Peanut Man. Talismans are good for brands who want to create a special atmosphere, appealing to families and children. Think about the logos at all sporting events and the dynamics that they convey, attracting spectators.

When to use a graphic symbol and illustration:

- Graphics without text can be quite a dangerous technique. This is effective if you have a well-established brand on the market, but this rule also has an exception. If the name is too long, then the graphics can convey the main message or emotional impression of the business.

- A symbol or abstraction works well in the field of world trade, if, for example, the name of the business is not adapted for translation into other languages.

- Nevertheless, graphics are not the best option if you plan to change the model of your business in the future . You can sell pizza and use the pizza logo, but what if tomorrow you start selling sandwiches and burgers, or become their producer?

- The abstract logo allows you to create something unique, but it is better to trust a professional who understands the psychology of color, shape and the influence of the entire structure combined on the minds of people.

- Think of a talisman when referring to families or small children. The mascot can - this is the main advantage - stimulate interaction with the consumer, and this is an indispensable tool for marketing activities, both in social networks and at real events. Well, who doesn't want to take a selfie with a Pillsbury bakery?

- Remember that the mascot is only part of a successful brand. Most likely, you will not be able to use it in all marketing materials. For example, fine detail is poorly implemented in printing on the same business cards.

6. Combined logo

The combined logo includes font and graphic elements. The image and text can be arranged side by side, superimposed in layers on top of each other or can be a whole image. Examples of combined logos: Doritos, Burger King and Lacoste. Since the name is associated with the image, the combined logo is a universal choice when text and graphics simultaneously work to enhance the brand. With a combined logo, people will instantly start associating an image with a name. In the future, this will make it possible to use only the image. Also, a combined logo is easier to register as a trademark. The symbiosis of text and image creates a clear image of perception.

7. Emblem

Logo-emblem is a font embedded in an icon or symbol (it can be a seal, icon or coat of arms). Such logos are commonly used by many schools, organizations, and government agencies. The auto industry also prefers emblems. And while they adhere to the classics, some companies are successfully upgrading the design of traditional emblems to keep up with the trends of the 21st century (recall the Starbucks emblem with a mermaid icon or the famous Harley-Davidson coat of arms). However, due to the fine detail and the fact that the name and symbol are closely intertwined, the logo may not look as universal as other logos. Specific design is not easy to implement on printed matter.In a reduced size, the emblem is likely to be unreadable. In addition, if you plan to brand T-shirts or caps with embroidery rather than print, you really should clearly adhere to minimalism, otherwise it will be difficult to implement. It is also can be maded with logo maker.

When to use the combined logo and emblem:

- Most often, the choice falls on the combined logo. This is the universal and most popular choice among well-known companies.

- As we have already said, the logo is often chosen by educational and government institutions, but it is also suitable by private organizations, especially in the food and beverage industry: remember beer labels and coffee brands (Starbucks!). But remember the details. In any case, you want your corporate identity to look harmonious and neat on any printed matter.