The 7 Types Of Logos
Logos are an important branding component. It can be a company or product name, symbolizing what you do best. They help to establish the brand, capture the attention of consumers and prospective clients' similarities while being able to represent what you want for yourself as a company or individual! There is more than one type available depending on how much time you want to spend in designing them. It's important that the logo says something about the type of business it represents. This will help customers immediately understand who they are buying from when browsing an online marketplace like Etsy for example! Choosing which logos might work well enough until you get closer looks at how things look on paper before committing wholeheartedly into either direction but rest assured knowing each style has its own unique selling point making them stand out among all others. They come in many different shapes/sizes depending upon how much time & money the company has available for creating them as well as their target audience. Get to know about the 7 Types Of Logos below:
1. Monogram Logos or lettermarks
A lettermark is when symbols are used as company names or logos- think Adidas' three stripes! It contains initials usually representing words like "brand" or “trademark." Each letterpress mirrored its corresponding symbol; wordmarks which could be abstractly translated into English words using Britannica's trademark database online. Some companies choose not to use any kind at all but rather create a unique design based on whatever theme they have going right now. It is a great way to streamline the company brand if you have an extensive name. This simple design can be effective for businesses that are just starting out, as well because it allows potential customers and clients to get acquainted with who exactly runs the business right off its logo alone!
Moreover, Monogram or lettermark logos is a modern and sophisticated way to represent the company. Utilizing just two or three letters, this logo can be easily expanded into any long brand name without having too many words on display at once so they don't get overwhelming when scrolling through social media feeds! Plus if you're not yet established in business history then consider adding below the design of who YOU want people to know as well - it'll make sure everyone knows exactly where the products come from regardless whether there's an internet connection available nearby.
2. Wordmarks or logotypes
Perfect way to show off the company’s name is by using the Workmarks or logotypes logos because it is a font-based logo that focuses on the business’ name alone. It helps create strong brand recognition when combined with good typography because it has an unforgettable quality to it—just like how you want the customers and clients to remember who does what! It should be memorable and creative so that customers will know exactly what you do without even having heard of it before! When choosing fonts for this typeface there are many considerations but one thing that shouldn't escape attention is how they relate back towards branding efforts by using colors like red with veins (which we saw recently on Billboards like Coca-Cola) as accents within text blocks; these small details can make all difference between success vs failure. Think Visa and Google. These logos provide an iconic and catchy look to match and help people remember for all the right reasons. And a fashion labels tend to use clean, stylish fonts that feel high-end, while legal or government agencies almost always stick to traditional,
Using lettermark and wordmark logos are not difficult to imitate across marketing material and branding hence making them exceptionally versatile choices for a new, and creating, business. With the wordmark, you can have your name in an appreciable, designed font that will make your brand all the stickier. While with lettermark, liquifying the business name into initials will help simplify the design and likewise, customers will have an easier time recalling your business and your logo.
3. Pictorial marks or logo symbols
Have you ever seen a company's logo and thought it was really cool or interesting? For some people maybe using Pictorial marks (or logo symbols) made up for something visually appealing. Logos are a great way to identify your business and promote yourself by using icon or graphic-based logos. The right symbol can help you create an impression that lasts, even if the company name or slogan changes over time! Make sure it's clear what function each one serves in relation with other logos by highlighting its individual features such as color scheme/style change-up (e). A picture worth 1000 words? Well this image might say more than all of them put together--so take note before adding any extra text below: There’s nothing worse than spending hours working on something only for people not understanding why they should care
4. Abstract logo marks
What are abstract logos and how do you use them for business?" You might be wondering. Well, an abstract logo is simply the typeface as a design element on its own without any text or words in it - think about those big lettering designs that pop up everywhere these days: Nike’s swoosh symbol with detailed yet simple lines (which was actually designed by student designer Sky Brown). These types of marks serve one major purpose: To catch people's attention! The abstract marks are an important part of any company's branding strategy. These unique designs help to condense your brand into one image, which makes them perfect for use in different industries and situations where you need a condensed representation of what type of business it is that represents themselves with this particular symbol or design element (examples include Adidas, BP starburst logo; Pepsi divided circle).
5. Mascots
A mascots is an illustrated character that represents your company. Think of them as the ambassador for your business, and they can be used in many ways to help promote a brand or product! For example: The Kool-Aid Man was created by General Foods back when he first appeared on TV commercials running during breaks at ingestion time—this helped sell more products because kids loved seeing this fun guy drink his own soda instead of just being served from a bottle without interactivity; while Mr. Peanut came into existence everywhere when Planter's launched its roasted peanuts.
Additionally, Mascots logo is a great way to show off your company’s personality and make it more fun for customers. It can be used in marketing materials, on social media accounts or even at events! It is important to think about whether or not the mascot will work in various mediums when designing your brand. For example, if you have an illustration that printing well on business cards but poorly as part of a logo for online graphics and banner ads then it may be best used separately from these pieces rather than combined with them altogether because there are specific places where this typeface should appear depending what audience/use-case group sees its appearance most frequently
6. The combination mark
The combination mark logo is a versatile choice with both text and icon or mascot working together. The most famous of these are seen in logos such as those from Doritos (a wordmark), which says " impatience" character who smiles next to themselves because they are too busy being delicious. And the other one is Burger King (an illustration) and Lacoste (which has both). It's important for your business' name to have some personality so it stands out among other companies on the market - this makes them easier recognition targets by customers who may be looking at competing brands!
7. The emblem
This logo is composed of a font inside a symbol or an icon; think about badges, seals and crests. Which is inclined to have a traditional appearance. Companies like Starbucks have successfully modernized their traditional emblem designs to fit seamlessly into today's culture while still maintaining an iconic status among consumers worldwide (think about how much you know of this company just by seeing its logo). This article will explore various types/brands of logos out there: what they all share; why certain individuals might prefer one style over another; examples from popular brands who use each type - including Apple®, Nike® & Target®!
The design world is constantly evolving, and so are the ways in which companies brand themselves. Consider the emblem logo for its functionality and form that works well with brand identity, overall appearance may still be unique even if other businesses share similar styles already established. Emblems can be the perfect way to set your business apart from its competitors.
Remember logo can be used in many ways to create different effects depending on what it is that you want for your brand! Want to learn more tips about logo design? Check on us today!.
Branding colors: everything you need to choose your brand’s color palette
Chase. Citibank. Barclay’s. Bank of America. All banks. All use blue for one of their dominant branding colors. Even other financial institutions like Prudential and Merrill Lynch use blue. Obviously it’s more than a coincidence that these money-related companies all chose blue for their brand identity. So what do they all know that you don’t?
The short answers is they know how to combine color theory with business. When building a brand—just like when building a house or furniture—you need to understand how to use all the tools at your disposal, and that’s just what we’re going to discuss today.
In this article, we’ll run through everything you need to know about branding colors. We’ll touch on concepts from artistic disciplines—like color theory and art history—and merge them with the best practices for branding, marketing and what a company needs to survive in today’s business landscape. But first things first, you need to understand just why branding colors matter so much.
Table of contents
Why branding colors matter
What do you think of when you hear the word “love?” Whether positive or negative, it mostly likely conjures a stronger emotional response than when you hear a phrase like “bike rack.” Emotions are powerful and (whether we like it or not) drive our decision making. As a brand, you want to cultivate a strong emotional connection with your customers. The problem is you can’t tell your company’s entire life story in a logo or storefront—but branding colors provide a shortcut straight to your clientele’s hearts. One of the most famous color theorists, Faber Birren, wrote extensively on the link between colors and our emotional state, particularly in his book Color Psychology and Color Theory. Just like the words “love” and “bike rack” elicit different emotions, colors like red and blue both create different human responses as well. Even more interesting, the same colors tend to provoke similar responses in different people; in other words, yellow evokes similar feelings in people from Montana to Timbuktu. This extends even to shades of individual colors, so deep dark blue and light sky blue will also have different effects.
Color theory goes a lot deeper than “pink is a pretty color.” Psychologists link it to the very evolution of humans; connections with certain colors developed after years of associating them with particular objects. A blood red, for example, puts people on alert for danger nearby; the browns of dirt and rotten food tend to be unappetizing. This isn’t always accurate—after all, farmers (and chocolate lovers) might love the color brown, and let’s not forget humans evolved to see the color blue only in recent millennia—but when considering millions of years of biological conditioning, it’s easy to see how affiliations to colors goes beyond mere preference… something humanity has known for quite some time now.
And let’s not forget the cultural associations. A clear example is the way Americans associate green with money, because the currency we use everyday is green. People from other countries wouldn’t necessarily understand the phrase “spending greens”; a company “going green,” however, would resonate with almost everyone. Even the most cold-hearted business-person can’t ignore the science between the psychological effects of branding colors. With mountains of evidence, it’s not a question of do brand colors work?, but how do I make brand colors work for me?
Application of branding colors
According to neuroscientist Antonio Damasio, how consumers feel about a brand has more pull than what they think about a brand. Pair that with the fact that we know certain colors evoke certain emotions and voila: your brand colors have the ability to impact your sales or performance even more than the products you offer.
Moreover, repetition of the same color can strengthen brand awareness. When was the last time you saw a Coke can that wasn’t red or a Twitter bird that wasn’t sky blue? (Certainly the marketing world learned its lesson from Heinz’s tragic foray into purple ketchup.) Given enough exposure, colors become part of a brand, so you want to encourage this association by using your brand colors consistently.
Just for the sake of organization, here are the most common areas you’ll be using your branding colors:
logo
website
storefront
in-store design
staff uniforms
advertisements
By using the same colors in all your business ventures, you strengthen your brand’s association with those colors, and by extension strengthen brand awareness as a whole.
What this all amounts to, at least for branding, is that you must choose your branding colors carefully as they’ll have a direct influence on your brand identity. Pink may be your personal favorite color, but it might be the worst for your business goals. But before you even get into which colors you want to represent you, first you must decide your ideal brand personality.
How to determine your brand identity
Red has done wonders for Target, who want their brand personality to be energetic, youthful and loud. But red wouldn’t work for a company like Casper mattresses, who cultivate a brand personality that’s calm and relaxed, denoting a good night’s sleep.
Choosing your branding colors is easy if you know what you’re trying to communicate. One of the earliest steps in building a brand is determining your brand personality. Essentially, you want to think of your company like a person: who are they? What’s important to them? Once you established what your brand personality goals are, how do you determine which colors will work best? It starts with first learning the emotional associations of each colors.
What do different branding colors mean?
We’ve spoken enough about the abstracts for brandings colors—let’s dive into the hard facts of color meanings (or at least some guidelines). Here’s a summary of brand color meanings and the effect that different branding colors can have on people:
Red — Red stands for passion, excitement and anger. It can signify importance and command attention.
Orange — Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.
Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.
Green — Green evokes stability, prosperity, growth and a connection to nature.
Light Blue — A light shade of blue exudes tranquility, trust, openness. It can also signify innocence.
Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.
Purple — Purple can signify royalty, creativity and luxury.
Pink — Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.
Brown — Brown creates a rugged, earthy, old-fashioned look or mood.
White — White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.
Gray — Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.
Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.
Keep in mind that the effect of your branding colors depends on the style and design they are used in, as well as the color combinations you choose. This is an abridged version, our connection to color goes lot deeper than this—for example, too much yellow can actually cause anxiety. If you want to learn more about these intricacies, read our full guide on how color impacts emotions and behaviors.
If you’re going for a single-color brand, the hard part is already over. But for most of you, you’ll want a more involved color scheme with a variety of colors. As if choosing one color wasn’t hard enough, now you have to choose multiple colors and make sure they combine in the way you want.
Formula for building a brand color scheme
Obviously, there’s no one right way to pick your branding color scheme. When dealing with abstracts like brand identity, it’s difficult and unwise to ascribe hard and fast rules. That said, the process can be daunting and confusing, so a little guidance is helpful. Here, we’re going to explain our process for building a color scheme that you can use more as a framework, and less as step-by-step instructions.
1. Plan on choosing 3 colors
Your base, accent and a neutral. Brand color schemes can have between 1-4 colors depending on the type (see below), but even monochrome schemes will require some variation in hues for different purposes.
2. Choose your base
Of all your brand’s personality traits, which one is most important? Your base color should reflect not only your brand personality’s most dominant trait, but also appeal to the target audience you’re trying to reach. You’ll choose the remaining colors based on how well they match with this one.
3. Choose your accent
Your accent will be the color you use the most after your base color. This is a bit trickier than choosing your base color because there are more restrictions: aside from matching a brand personality trait, your accent color must also pair visually with your base color, not to mention appease your audience.
4. Choosing your neutral
Your neutral color will most likely be a background color, something chosen to avoid attention. Typically these are different hues of gray, but beige, whites and off-whites work, too. Black is also an option, but be careful; it tends to dominate any color scheme it’s a part of.
Throughout the process of choosing your branding colors, you have to keep in mind the end goal: what kind of color scheme are you using? Typically, brands use one of these common brand color schemes:
Monochromatic — When you have one personality trait that you want to focus in on, a monochrome scheme will emphasis the meaning of that one brand color. While great for minimalist brands, the challenge here is differentiating the hues enough that your sight doesn’t become visually stunted.
Analogous — Colors next to each other on the color wheel have harmonious relations, since adjacent colors usually have similar emotional connotations. Analogous schemes are safe bets, but as such not the best for standing out or drawing attention.
Complementary — Color complements — or opposites — are colors directly across from one another on the color wheels. Because they’re opposites, they bring out the best in each other when paired; you see complementary colors a lot in sports teams. Complementary colors are great for dynamic, stimulating visuals, but be careful of copycatting another brand since they’re so popular.
Triadic — A stable branding color scheme, triadic colors draw in equal parts for three different sections of the color wheel. Triadic schemes are stable like analogous themes, but offer a more stimulating variety like complementary schemes. The hardest part is getting the three colors to coincide with the traits of your brand identity.
How your branding colors combine will come up again and again in many different aspects of your business. Your brand color scheme determines the look of your website, logo, store design, advertisements, etc., and even trickles down into minor appearances like your social media account. So choose them all carefully.
Know when to color outside the lines
Like we said above, there are no concrete rules for choosing your branding colors. Treat this article more as a rough guideline—an educational resource to help you make informed decisions. But above all, don’t neglect your gut instincts. The main consideration of colors is their emotional connection, so don’t neglect your own feelings when deciding your brand colors.
How to choose a typeface for your brand?
As well as colors, the typeface you choose can also reflect different feelings or ideas, and this is because of the psychology of typography. Typeface and font choice are important for your brand or business to evoke positive emotions and provide easy readability at the same time.
What type of typeface does your brand go with?
Serif
A typeface or "font family" making use of serifs is called a serif typeface (or serifed typeface), and a typeface that does not include them is sans-serif.
Sans serif
In typography and lettering, a sans-serif, sans serif, gothic, or simply sans letterform is one that does not have extending features called "serifs" at the end of strokes. Sans-serif typefaces tend to have less stroke width variation than serif typefaces. They are often used to convey simplicity and modernity or minimalism.
Slab serif
In typography, a slab serif (also called mechanistic, square serif, antique or Egyptian) typeface is a type of serif typeface characterized by thick, block-like serifs. Serif terminals may be either blunt and angular (Rockwell), or rounded (Courier). Slab serifs were introduced in the early nineteenth century.
Monospaced
A monospaced font, also called a fixed-pitch, fixed-width, or non-proportional font, is a font whose letters and characters each occupy the same amount of horizontal space. This contrasts with variable-width fonts, where the letters and spacings have different widths.
Script
Script typefaces are based upon the varied and often fluid stroke created by handwriting. They are generally used for display or trade printing, rather than for extended body text in the Latin alphabet. Some Greek alphabet typefaces, especially historically, have been a closer simulation of handwriting.
Handwriting
Handwriting fonts, or handwritten fonts, are a kind of typography designed to match the unique appeal of human writing. Unlike standard serif and sans serif fonts, these type options are far more personal, and designed to give even digital elements a more personal touch.
Display
A display typeface is a typeface that is intended for use at large sizes for headings, rather than for extended passages of body text.
