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Examples of brand identity

1. Iconic/Symbolic

Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these maxims:
– Instantaneously recognizable.
– Memorable.
– Clarity when reproduced in small sizes.
– Can be illustrative in nature, either concrete or abstract.

2. Logotype/Wordmark

A logotype, commonly known in the design industry as a “word mark”, incorporates your company or brand name into a uniquely styled type font treatment. Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience. Script fonts imply a sense of formality and refinement. Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement.

Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest. Images can also be integrated into a logotype, often to great visual effect. Of prime consideration when selecting a logotype or wordmark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.

3. Combination Marks

Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about. There are integrated and stand-alone combination marks. For instance, the Starbucks logo has the text with the graphics integrated, whereas the AT&T logo has the icon separate from the text.

4. Open Font Logo

A brand logo should be immediately seen, felt, and understood when placed on labels. Modern branding attempts to incorporate both logo and brand attributes creating a new identity. Trends in logo design are shifting to something more simpler, a play of text and when possible the use of an open font. The above example uses the Times New Roman font, although a logo is added beside it.

Use of .ttf font in logo

A decade ago, it would be a mortal sin for a creative artist to create a logo using plain text. The trend is changing as customers, in general, find still find it easier to identify a brand when it’s using a simple text while marketing on the other side gives a very flexible hand in attributing the ‘text logo’ to anything.

What is a logo? A logo is a perspicuous glyph or symbolic, identifying mark that conveys origin, identity, or ownership. The main function is to elicit recognition. The object of a logo is to act as a mnemonic device and identifier, to communicate a desired thought or feeling, and to generate a desired emotional response.

A thought-provoking logo design can strengthen your brand image and corporate identity, giving you a psychological advantage over your competition. Your logo is the core of your corporate identity, defining and symbolizing the character of your company or organization.

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