Brandmark

A simple but strong graphic symbol, often abstract, that complements an aspect of a business or service and represents a company by association. (Think of NIKE or Apple.)

You should consider a symbol only when:

• You need an emblem on a product.
• Your name is too long, too generic, doesn't translate well globally, or has no personality.
• You need to link subsidiaries to the parent and can't easily use the name.
• You can afford to teach the public what the symbol means.

Iconic Logotype

Iconic logotypes are also referred to as combination marks. An iconic logotype generally combines a brandmark symbol with a wordmark. The combination can be loose or integral. With a loose combination, the elements can be used together or separately. A well designed iconic logotype can effectively communicate what a company does as well as reflect the company personality.

Choose an iconic logotype when:

• You are a startup enterprise or small business with limited funds.
• Your name is reasonably distinctive but not (yet) a household word.
• You need an emblem on a product, but want more than just a symbol.

Since Iconic Logotypes communicate more readily than other logotypes, less marketing is required for the logo to be effective. Therefore, iconic logotypes are the most cost effective type of logo design available and are ideal for startups or small businesses with limited marketing budgets.