The Theory of Logos

So here's is me on Logo's and Branding. This thread will be ongoing and will help people
better understand what a logo is, does and how to design them.

This thread will be put together from resources from the web. I will include everything you need to know to help you get started on you quest to become a logo designer.

I will include links to all parts for further reading and information. If I was to do this in my own words, I would be here for an eternity lol.

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So what is a logo?

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolises, not the other way around logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

What is Branding?

Many people believe a brand only consists of a few elements some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a corporate image.

Summary:

Logo: Identifies a business in its simplest form via the use of a mark or icon.
Brand: The perceived emotional corporate image as a whole.

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Different types of logos

Symbol or Icon

This type of logo represents the company in a simple but bold manner. In most cases, the image is abstract and stylized to give visual interest. Most companies that use this type of logo will have a very simple main logo, but may choose to create additional alternative versions that appear a little more flashy. The human mind can easily remember a simple form much easier than a complex one. Its best to use a simple symbol or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Shell and Mercedes-Benz.




Word Mark

These are uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include Facebook, Disney and Sony.



Letter Mark

Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its initials or the brands first letter. Many companies choose to use this type of logo because their initials can better graphically illustrate the company better than the full name (name is too long), the name is hard to pronounce, or its just not distinct enough to carry its own weight. Some companies and organizations that use lettermarks includeHewlett-Packard, Chanel and General Electric.



Combination Mark

These logos combine a wordmark and a symbol or icon to give the flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate as it does with them together. You might recognize some combo marks like Hawaiian Airlines, Adidas and Sprint.



Emblem

An emblem logo encases the company name within the design. Some examples include Starbucks, the NFL and Harley-Davidson Motorcycles.



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Ok, so now we know what a logo is and the different types of logos, but what makes a good logo?

Good question!

Logos surround us and are embedded into our culture and way of life. But what does a logo do and why do we need them? These words from design legend Paul Rand (taken from his book Design Form & Chaos) perfectly answers this question.

A logo is an instrument of pride and should be shown at its best. If in the business of communications, image is king, the essence of this image, the logo, is the jewel in its crown.

- A logo is a flag, a signature, and escutcheon, a street sign.
- A logo does not sell (directly), it identifies.
- A logo is rarely a description of a business.
- A logo derives its meaning from the quality of the thing is symbolises, not the other way around.
- A logo is less important than the product it signifies; what it represents is more important than what it looks like.

The subject matter of a logo can be almost anything.
The principle role of a logo is to identify, and simplicity is its means. A design that is complex, fussy, or obscure harbors a self-destructive mechanism. No amount of literal illustration will do what most people imagine it will do. This will only make identification more difficult and the message more obscure. A logo, primarily, says who, not what, and that is its function.

Here's is a superb free ebook which gives you great tips on how to create a great logo.

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The Practical, Nearly



Well, that's a fair bit of theory there for you to absorb, so now onto the practical side of logo designing.

Here's some pretty good videos for you to watch to help you get started.

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Great Designers & Visual Inspiration

Ok, so now I would like to show you (in my opinion) some great logo designers and some of their work. This will show you many different types of logo design which you can use as a great source of inspiration.

Roy Smith

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Vlajoaga Dragos

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Dase Designs

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Jhon Ivan

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George Bokhua

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Ok, that's enough for now, but like I mentioned earlier, this will be an ongoing thread and will be regularly updated with new content.

Thanks for reading and hope you learnt something lol.