So how to create a logo for your business. Logos I think set the tone of the business that your creating. There are all kinds of logos from a wordmark, pictorial mark, letterform mark, emblem mark, character mark, and lastly a web 2.0 mark. But again I think logos have to follow that same craft of either being professional, creative or artistic. Logos give the user a feeling the minute they see the logo with their eyes, either they are attracted to the design and it’s catchy, or they read it and look at something else.

Sometimes logos have hidden meanings in them, like the arrow in the FedEx logo, or the Toyota emblem logo can spell out Toyota piece by piece like a puzzle. Or maybe that Pepsi spent $1 million dollars redoing their logo in 2008, while spending over hundreds of millions to market their new brand logos to all their Pepsi products.

Wordmark Logo – A wordmark consists of the company name in a stylized type and may include small abstract or pictorial elements. Like Amazon, Microsoft, FedEx, etc.

Pictorial Mark – A pictorial mark uses literal or representative imagery to symbolize the brand. Like Apple, NBC, USPS, Jaguar, etc.

Abstract Mark – Uses abstract shapes and symbols to convey an idea or attribute about the organization. Like Mercedes, Sprint, Audi, Olympics, etc.

Letterform Mark – Typically uses a very small amount of letters (1-2) to represent the organization. Like the YMCA, Chanel, CK, Louis Vuitton, etc

Emblem Mark – An emblem features the name of the company typically enveloped by a pictorial element or shape. Kinda like Starbucks, Ferrari, Versace, all have emblems as their marks.

Character Mark – A Character logo consists of a mascot to represent the brand. Character illustrations are extremely time intensive and usually cost the most money. Like Elmer’s, Aunt Jemima, Geico, etc.

Web 2.0 Mark – Although there is no official description of “Web 2.0” logos, some common elements can include: vibrant colors, subtle 3d feel, bold type, color transitions, and shadows.

I have always said logos and brand identity go together like peanut butter and jelly. Sometimes logos can be shockingly different which creates bad press, but sometimes I can be a smooth transition of how people feel about that particular brand. Logos are different for every business and they mean different things to different audiences of those businesses. Sometimes it’s a fun logo like Amazon with a smile from the A to the Z, and sometimes it’s direct like Dell.