What is a logo?
A logo is a part of a brand or corporate identity. It is usually the most apparent or predominant visual representation that most people think of when asked to recall a brand.
There are various types of logos, but most people agree on the seven fundamental forms that can fall into three categories.
These are:
- Image Based
- Logo symbols, brand marks or pictorial marks
- Abstract logo marks
- Mascots
- Text-based
- Logotypes or Wordmarks
- Letter marks or monogram logos
- Combined
- Combination marks
- Emblems
Please check out this blog post for more detailed information and examples of these different types of logos.
Each of these different types of logos has one thing in common – they cannot exist on their own or hope to embody the actual values of a brand.
What a logo isn’t.
As mentioned above, a logo is a part of, not a replacement for, a brand or corporate identity.
A brand is more than just a logo and considers what a company, product or organisation stands for.
It reflects the core values, its purpose and its goals.
Branding projects start from the very core of your offering, which includes:
- Brand Strategy
- Brand Positioning
- Market research
- Naming
- Tag Line
- Logo Design
- Corporate Identity (fonts, colours etc.)
How this brand is expressed or communicated is the job of the Corporate Identity and covers which fonts to use, the TOV of communications, the colour palette and, yes, the correct application of the logo.
The brand’s scope and scale drive a corporate identity’s complexity. It can include any guidance on how the brand should be represented in various media, from signage to van livery.
So I don’t need a logo?
Every brand needs a logo, but its importance in the brand strategy will be defined by the market you operate in, the audiences you engage and the nature of your business.
Many b2b brands put less significance on the logo, and it has less to do with the promotional mix.
While FMCG brands are heavily dependent on brand recognition which will include an engaging and memorable logo.
How do I know what logo I need?
Therefore, the type of brand and logo should be determined by a sound brand strategy. You should know every aspect of your market, competitors, market expectations and the like to allow you to create the most suitable logo.
A Brand Strategy will define exactly who the logo should speak to and how it should make them feel and inspire them to engage with your company and its products or services. A well-thought-out strategy should act as a map to guide you in creating a solid and effective brand.
Without a map, you have very little chance of getting where you want to go.
Written by: Simon
Simon heads up Games & Theory at Toast. He helps people solve problems. From naming and positioning through to conversion and retainment, Simon helps our branding clients grow their businesses.
