TYPES OF LOGOS - AND WHEN TO USE THEM

1. Wordmarks

This is the most common of all the types of logos. The wordmark typically uses the only a unique typeface and sometimes the font is customized slightly. In the JV Miller logo, all we did was stretch the "J", shrink the "V" and make the "I" lowercase. That was enough to set the logo apart, resulting in something that's both practical and elegant.

With a wordmark logo, the representation of the word actually becomes the company symbol.

A wordmark logo is for you if:

• You have a limited ad budget. The wordmark lets you actually TELL the prospect what you do - right there in the logo. Your logo becomes an ad for your company. It can function on its own without advertising backup.
• Your name is not a household name. Nike can get away with just a symbol. You and I can't.

2. Lettermarks

Lettermarks are close to wordmarks. The only real difference is that lettermarks are usually abbreviations.

A lettermark logo is for you if

• You have enough of a ad budget to teach your audience what it stands for.
• Your name is too long and/or clumsy for a wordmark.

3. Brandmarks

A graphic symbol representing the company - sometimes abstract and sometimes a highly stylized letter. The problem with this kind of logo is that it says nothing about the company. Not in the eyes of the public anyway. It might represent something, but you need a big ad budget to educate the public about that meaning. Again, Nike can do it. Most of us are better off with a wordmark logo.

A brandmark logo is for you if

• You have the ad budget to back it up
• You have a long name that's not practical for a wordmark logo and that cannot be shortened to a lettermark logo.
• You market internationally and need something that's not tied to a language. In such a case the best option is usually to go with a symbol that is highly descriptive.

Of course these 3 main types of logos can be combined in all sorts of ways and there are many successful logos that fall somewhere between these main types. Many companies use more than one type of logo. Think of Microsoft Windows for example. There's the Windows wordmark, but also a Windows symbol. These can be used seperately or combined, depending on the application.

When you order a new logo from Biz-Logo.com, we'll help you choose. When we send draft designs to our clients, we always include comments - both from an artistic and a business perspective. If you're not sure what you need, try us. Our unconditional money-back guarantee means you cannot loose.