LOGO MARKS
By now we should have a clear idea of what it is exactly we are trying to say to the rest of Sydney. Through the proposal we should have boiled down our concept to one easy to understand, simple sentence (not a slogan, oh please God not a slogan.)
Now we need to go one step simpler.
We need to make our message so simple that it can be understood by a whole breadth of people, no matter their background or demographic, their education or their skill of English. How do we do that? We make a symbol, an icon, a logo, a pictogram, a mark.
The word logo is a shortened version of logotype derived from the Greek word, logotipos, and relates to an illustrative element, symbol or icon that represents a trademark or brand. A logos function centers on delivering information in a shorthand form, to be immediately recognised by the viewer.
Traditional coats of arm and family crests could also be referred to as logos. (See www.heraldry.ws to see if your family name is there.) It is said their common use, as we know it today, traditionally came from shop owners looking to differentiate themselves from other retailers of different goods.
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Shop Owner: Good morning sir, how may I help you today?
Customer 1: Ah yes, good day, I was after some horseshoes for my horse.
Shop Owner: (biting tongue) As you can see sir we are humble sellers of fish, the horseshoe seller is next door, you can tell it by the loud banging and distinct lack of fish smell. Are you sure I couldn’t interest you in some fine haddock? (customer 1 leaves and customer 2 enters )
Customer 2: Good morrow kind shopkeeper, may I trouble you for some horseshoes… (fish slapping ensues)
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It later morphed into ways of showing differences between retailers of the same products or services (my fish are better than your fish) and in that way it remains to this day.
A logo is its basic definition should stand for a concept that is in line with a positive representation of a group and their beliefs. The K.I.S.S. mantra should ring louder and clearer than ever when we talk about logos. It must get the idea across in a simple, easy to understand form, therefore having most mnemonic impact. Our memory works best when we can see symbols, or icons representing a more in-depth idea or meaning. Symbols and icons stick better in our memory.
In order to design logos we need to first find a way to categorise them, pigeon hole them. We can talk about their industry, but unfortunately there are thousands of industries within which logos are used. A better way might be to refer to a logo’s shape. For instance what current logos could we come up with if we talked about:
A circle
A square
A diamond or a triangle
An animal shape
A number
Regrettably we start add more and more categories and we haven’t even included monograms yet. In this case we are going to focus on a more common way to categorise logos; the Word-mark, the Picture-mark and the Letter-mark. All three can be very effective and all have advantages and disadvantages. This is why it often good to look at all three when beginning a branding exercise.
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PICTURE-MARK
The symbol is the iconic portion of a logo: The World Wildlife Foundation's panda, Batman's bat. At times the picture-mark may exist without the word-mark, examples being the Nike swoosh, Apple’s apple, and the CBS eye. This is considered the ultimate place to get to with branding. If people know who you are by just seeing your symbol you no longer need to sell your brand, you can focus on brand values, and that’s where the real fun starts.
Advantages
The benefit of utilising a symbol alone follows the idea that ‘a picture is worth a thousand words.’ The symbol is easier to read on an object such as a computer or hat, than a word-mark. It goes in quicker and sticks around longer in the memory.
It also transcends all racial and community limitations, such as education and language barriers. Unfortunately it must still apply to religious values (the Red Cross in Islamic states is called the Red Crescent.)
Disadvantages
If the symbol is separated from the word-mark and the mark does not have equity it may be difficult to recognise and be confused (maybe with a competitors product – this is worst case scenario.) Thus until equity is built up, the picture-mark will have to carry around the name in a generic, easy to read typeface.
Examples below: Apple Computers, Rolling Stones, Recycling, Food Writers Guild, Wine Searcher and the strange Lacoste.
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WORD-MARK
A word-mark uses the company name with proprietary letterforms. In other words, it uses the whole name but does so in a company associated typeface. That typeface could be bought, modified or created, but should normally only be used when displayed as a logo. To overuse the typeface elsewhere minimizes the power it should have.
Quite often when using a word-mark the designer will try to convey some of what the company does. If the company is involved in liquids, they may add the sense of waves flowing through the letters. The focus remains on the word/name but there is a secondary element, which helps suggest more about the brand.
Advantages
The proliferation of logos in the world has made recognition of symbols very difficult. Using the entire name sidesteps the problem with recognition. When asked if the Mobil logo belongs to Mobil, most people would agree that it does.
Disadvantages
If not handled skilfully, a word-mark alone may be generic and lack mnemonic value. It is also limited to words that can be spoken phonetically, no silent letters or exotic ways of pronouncing etc.
Examples below: Coca-Cola, Sega, Stüssy and Nestle.
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LETTER-MARK
A design of one or more letters, usually the initials of a name, used to identify a company, publication, person, object, or idea. Also known as a monogram. A monogram usually refers to the use of two or more letters from a name. A monogram may have signed the artistic products (sculptures, pieces of furniture, artwork etc) of craftsmen, especially when the guilds were involved. Kings and Queens used monograms as a way of showing the depth of their ownership, just as companies could be said to be doing that now.
Advantages
The letter-mark solves both mnemonic and legibility issues. It also remains easier to fit to a design than using the whole name or word-mark.
Disadvantages
Letter-marks are often masquerading as logos. Generic initials, treated in clever ways may look better on towels and glasses than on a corporate business card. Initials woven together have very little meaning. Most letter-marks depend on large-scale audience contact, high advertising spend and repeated viewing for recognition.
Designers using letter-marks often try to make the letters form a pictorial association with the product or service, thus suggesting more about the company and giving it a secondary meaning.
Examples below: Playstation One, Rockstar Games, Kodak, IBM and LG.
