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LogoClinic Tips: #3
When you’re developing a logo, don’t assume that it needs to have a symbol, as well as text. Some logos aren’t actually logos; they’re logotypes – created from distinctively written text alone. Some have symbols (like an animal, a swoosh or a pattern) as well as text. And some are just a symbol, with no text.
Which kind should you have? Here’s a good rule of thumb…
If your business name is short and distinctive, you’re usually better off with a logotype – the logo being your company name written in a distinctive typeface perhaps with an ‘ownable’ twist or colour combination, rather than distracting the eye and mind with a symbol. Think M&G or Cofunds.
One the other hand, if your company name is rather generic – or slightly cumbersome – adding a distinctive ‘badge’ element will help to distinguish it from its surroundings and create recognition. Prudential’s head or Invesco Perpetual’s mountain are both good examples.
And, if you have a few million pounds to spend on raising awareness by saturating your market with your logo over a few years, using only a symbol on its own – like Apple or Nike – would be kind of neat.
Does your business deserve a better logo? Take a look at the LogoClinic – our free branding consultation and fixed-price logo design service for SMEs.
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