A logo is used as a trademark or identifier and can communicate a great deal about a company, organization, product or service. It is more then just a label. It also carries a message and tells a story about the personality, spirit and quality of who is behind the logo. Logos should always used reproduced consistently so they are instantly recognizable by consumers. A good logo design should be unique and appropriate but it must also be memorable and recognizable. It should be multi-functional as well so it can be used for all applications of marketing collateral from letterhead, business cards, envelopes, posters, brochures, clothing, signage, etc. The K.I.S.S. Principle, meaning Keep It Simple, Stupid, always works well when it comes to logo design and branding. But it is not always easily achieved or well executed. It is not always easy to get your clients to grasp the principle as they love to want to cram everything they can into this little piece of branding artwork. This principle has worked extremely well for many huge brands such as Apple, Nike, Target and many many more.

Logotype

This type of logo design in more modern terms is often called a Wordmark. Typically, this type of logo is simply a word or company name spelled out using unique typography. In some cases the typography may use elements of texture and hand lettering to reflect the core personality of the company it represents.

Initials

Very much similar to the logotype configuration except that the first letter in each word of the name is used. Also referred to as a Lettermark. Sometimes used as a shorter identifier for companies or organizations that have long names in order to create a more easily recognizable and memorable brand identifier.

Brand Mark

This configuration is a pictorial visual, icon or symbol which is used to define a companies brand. Companies that are well established are easily recognized by just the brand mark itself without the name of the company having to be present. This one simple design element is used to communicate the essence and personality of the brand.

Abstract Logo

When we refer to an Abstract Logo we are really talking about a non-pictorial logo configuration. The artistic and creative use of colour, shapes, symbols and negative space can be more powerful in attracting attention and help companies separate themselves from the competition.

Combination Logo

A combination logo or combination mark can be any of the above configurations used together in a single logo design. This is a very commonly used design configuration. In may cases the icon can over time become the brand mark if it is designed to stand well on it’s own. Sometimes the combination does not easily allow any separation to keep the brand in tack.