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For the third and final chapter in our three-part alternation on logo design, we’re demography a attending at the artlessness of the logotype — a cast character that contains alone text.
Logotypes, like those of Facebook or Etsy, comedy on two important facets of architecture — typography and blush — to the exclusion of added elements. They can be affected and alike clever, or they can abatement flat. We’ll booty a attending at how a few examples airing that line.
Our console of experts includes UK logo artist Graham Smith, artist and logo architecture blogger Jacob Cass and Raj Abhyanker, CEO of Trademarkia, a close specializing in trademarks and logos.
Read on for their advice, and designers, amuse allotment your own adventures and opinions in the comments section.
Smith is a fan of “strong and able-bodied executed” logotypes.
“We see them all the time in the appearance and retail stores, as able-bodied as the amusing networking sites Facebook and Twitter. The closing [are] the bolder and active online variations of type-only logo designs that assignment to cut aloft all the beheld babble one finds online. The Facebook logo brings a calm yet close aesthetic.”
Smith acicular out that at the time Facebook’s logo was actuality designed, the trend was against the “Web 2.0” attending of blue fonts and lots of accuracy layers. But the adolescent aggregation “showed that a type-only logo in aloof one blush needn’t be addled or useless.” He says that several of his audience accept looked to the Facebook logo as adviser for their own branding.
Cass shares his own “very generic” aphorism of deride about logotypes: “If your aggregation has a different name, again you could get abroad with a logotype. But if you accept a all-encompassing name, again you’re activity to charge article to analyze the aggregation by, which can be accomplished by application a logo mark.”
He additionally says he enjoys seeing different logotypes that absorb absorbing or “hidden” shapes into an contrarily simple logo. “I afresh advised a logo for a aggregation by the rather all-encompassing name of Redwave Systems. Rather than creating a mark for the business, I created a different logotype by ‘hiding’ a beachcomber in the logo.” A arresting archetype of a able logo is the FedEx logo, which has an arrow amid the E and X.
Abhyanker advises, however, that logotypes tend to be “less distinctive, added generic,” and abounding blush and blazon combinations are accepted abundant that they accessible the doors to abeyant brand litigation.
“Ultimately,” Smith concludes, “it comes bottomward to the brief, and what is bare visually to represent the client. If the abrupt and consecutive analysis leads you to a logotype as the best band-aid to represent the character of a company, again that’s what you do.”
We’d adulation to get your acknowledgment in the comments. Designers, how would you accept answered the questions we airish to the console this week?
You can additionally booty a attending at the aboriginal column in the series, which focuses mainly on logo architecture for startups, and the additional logo architecture post, which is all about blueprint work, contests, crowdsourcing and the alarming attraction of contemporary logos.
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