A logo is a graphic mark used to represent a business or organisation. It typically comprises of a company or organisation’s name and may include a graphic shape or symbol. The parts of a logo broadly fit into three categories; word mark, monogram and symbol.
What is a brand wordmark?
A brand wordmark is a logo consisting of just a company or organisations’ name that uses a specific typeface in a specific colour or colours. To ensure a wordmark is unique and protectable, the typeface is often adjusted to contain unique shapes within the letters. For example, Google’s 2015 logo re-design uses a custom-made typeface called Product Sans, combined with the colours blue, red, orange and green.
Examples of word marks
Google
IKEA
eBay
Pinterest
Visa
What is a brand monogram?
A brand monogram is a symbol made from the initials of a company name. This might be a single letter or a combination of two or three letters. Monograms are popular within the fashion industry being used by brand such as Louis Vuitton, Gucci, Giorgio Armani and Calvin Klein.
Examples of monograms
IBM
McDonalds
Flipboard
HP
Chanel
What is a brand symbol?
A brand symbol is a graphic mark used to represent a business or organisations. A symbol is used to add a further level of distinction to just a word mark, often used to represent something about the company. The symbol may represent a specific object, such as computer company Apple’s apple symbol. The symbol may also represent something less tangible, like a process. Take sportswear brand Adidas mountain-shaped three stripes for example – these convey the idea of overcoming challenges. A brand symbol is used combined with a word mark, or on its own.
Examples of brand symbols
Apple
Twitter
WWF
Starbucks
Nike
