Which Type of Logo Design is Right For Your Business?

Posted by We Brand You on

Logo design, what is it and what type is right for your business? 

A logo is a graphic Mark, emblem, or symbol used to aid and promote public identification and recognition. (Wiki)

A simple definition of a logo is, that graphic that every business or brand seem to have and use on their products and services. A logo is the first thing most people think of when they have a business idea because they think having a logo automatically gets them closer to being a business owner.

A good logo is very powerful and can immediately creates a feeling of authenticity and trustworthiness for any business, product or service. Along with a good name and logo, it can easily create a feeling of high quality value for a business.

For example, in 2018 The Discount shoe retailer, Payless played a prank on customers when they opened up a fake luxury store in Las Vagas to see how much people would pay for its shoes. Unaware customers and fashion influencers who thought they were buying from a high quality expensive Italian shoe brand rushed the store and splashed their cash. The store was named Palessi and even though the real prices of the shoes were between $30-40, some customers paid upwards of $600 for them. The were later told it was a prank and refunded their money. Although the store let them keep the shoes.

A logos job is not to look good with shiny vibrant colors. The purpose of a logo is Identification. Although logos are very important, when starting your business it's not the first thing you should think about. Don't get me wrong a logo is the face of your company and without it, it would be difficult for customers and prospect to identify and recognise you.

My point is that before you decide to create your logo, I believe you should first sit down with a Brand Strategist to clarify your company's vision and mission, values and personality, tone and voice. Don't create your logo until you've finished with the core of your company's brand. A logo should express the core of what you stand for and where you want to go. For example, Amazon. The vision came before the logo, hence why they've never had a graphic of a book in their logo.

As stated previously having a good looking logo is a by-product not the goal. Logos serves many function, beauty is not one of them. Sorry.

There're different types of logos, including Emblem, Wordmark, Pictorial mark, Logotype, Abstract mark, Combination mark. Depending on the type of business, products or services you can decide which type of logo is right for you. In my opinion, let the Designer decides. Why? Simply because the logo isn't for you, the business owner, it's for your customers.

Examples of the different types of Logos and their uses.

Harley Davidson - emblem Logo.
Emblems are trademarks featuring a shape inextricably connected to the name of a company. This type of logo is challenging to create. Aim to achieve legibility.

Disney - wordmark or logotype.
A logotype is a word or words in a specific font, which may be standard, modified, or redrawn. This type of logo focuses on using the company or business name. It's best to use when the company name is short, simple and easy to pronounce.

Apple - pictorial mark or brandmark.
Graphic based logo that uses a recognizable image. The aim is to create an instantly recognisable mark that is unique and timeless.

Chase bank - abstract mark.
An abstract mark uses visual form to convey a big idea. This type of logo is great for infusing meaning into a mark that you can own. Simple and refine is the way to go to aid recognition.

Amazon - Combination mark. This type of logo is a mix of words and icon. When done well it could stand the test of time and convey a big idea. For example, Amazon's clever use of the arrow that points to A-Z.

After you've sat down with a Brand Strategist to clarify your messaging then it's time create your brand identity. Get in touch with a good logo and identity designer to help you express your brand visually. Whatever type of logo you do create make sure it is simple, unique, meaningful and legible.


Dimeji Ipaye - Dimeji is a designer and brand strategist dedicated to helping businesses achieve their most important goals.

Follow Dimeji on Instagram @Olabranding / Twitter: @Dimejilpaye

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