There are three basic forms of logos: text, symbol and combination logos. Choosing the logo that will best work for you will depend on the size of your company, the creativity of your name, and many other factors.
Symbol Logo
A symbol logo is placed on the opposite extreme on a logo design from a text logo. This kind of logo has neither words nor letters-it includes only symbols, images and shapes.
When does it work?
• Your company has gained a high level of brand recognition. If the audience already knows about your business and services/products you can go for a symbol logo as a clean solution.
• A combination logo has been representing your company for quite some time, and after gaining the necessary brand recognition the symbol can stand alone. This is a good step when your company grows.
• You have a unique symbol in the industry, and wouldn’t want to get confused with anyone else in the industry.
• You have the time and energy to trademark your logo, and then to enforce that trademark.
• You have a global presence and can develop a universal, graphic symbol that speaks to you and audiences. Additionally, a symbol can have meanings on many levels, and can also have different meanings in different cultures
When does it not work?
• You are a new company. You must have the budget and desire to educate your audience on your new symbol logo. This can be a difficult task.
Text Logo
A text logo (logotype or word mark) is a logo mainly composed of the text of the company´s name. This kind of logo can have some graphic elements such as geometrical figures, lines, frames that interact and enhance the text. However the text should remain as the main element on the composition of the text logo.
When does it work?
Your business name is made up from nay words that are not easily abbreviated, or can become confused when doing so; a simple text logo can always work as a great solution.
You are using a unique, creative business name such as Yahoo! or Google. Then the name itself is enough to make the logo memorable.
Your company offers so many different services or products; it can be hard to wrap them up in one picture or symbol.
Trademark protection is highly important—as long as your business name is unique, then a text logo will also be unique. When does it not work? The name of your business is not unique, making it hard for building your brand recognition. Without a symbol, the logo will be harder to remember or to associate with your business. The name of your business does not describe your services or products. It is better to add some graphical elements that can help the audience understand what your business is all about.
Combination Logo
A logo that combines a symbol with the company´s name. It can be an integration of text and symbol, or they can be placed side by side or one above the other. When does it work? A combination logo gives you the best of both worlds. This type of logo offers a memorable logo graphic that shows the story of who you are, what you do, and what makes you different, all together with your business for easier identification. • A combination logo is a great choice for a small- or medium-sized company or a new company, to begin to build brand recognition, because a combination logo is both visually strong and explanatory. The symbol can speak to the services that the company offers, while the company name increases the company recognition. • Combination logos are easier to copyright and protect than a symbol-only logo, because the logo symbol will always be used with the business name. This automatically makes the logo unique. You can use this guide to determine the best logo for your company or business, based on your business size, how well-known it is, the name of your business, and your business projections among many other factors. Choosing the right type of logo design is the first step in building your company's visibility, credibility, and make it memorable.
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