You see them everyday, whether they’re on the car you drive, the channels of your television or the billboards you pass on the road. Logos are symbols we associated with a certain product, business, organization or cause. They may combine a combination of an image and words, or just one of those. But in their very nature, logos should carry with them the same feeling and image as the subject they represent.
Symbols Only Logos
In Apple’s logo, no words are required. The sleek apple cutout echoes the innovation of the brand. You’ll see this logo proudly displayed, not only on Apple’s laptops and iPods, but also in movies and television shows as a result of the brand’s high level of product placement.
Similarly, the symbol we’ve come to know as “recycle” requires no words to get the meaning across, just three arrows in a triangular shape. The color green also reflects environmental caused. Ultra-recognizable logos that fall into this category are McDonald’s famous golden arches symbol, Target’s red bullseye and the NBC peacock.
Words Only Logos
Sometimes a logo is comprised of only letters set in a particular typeface. Many car brands, such as Volkswagen and Ford, have such a recognizable logo because of the manner in which the letters are used.
The V atop a W enclosed in a circle has become intrinsically tied to the Volkswagen automobile-in this way, a symbol is created out of the product’s letters, signifying VW as a brand with classic appeal and a modern outlook. Ford’s logo is made memorable by the script-laden first letter and blue background, reminding consumers of Ford’s rich American heritage and timeless vehicles. Some standout logos that fall into this category are Google and eBay, which both used varied primary colors for each letter.
Symbols and Words Combined in a Logo
When a brand is not strong enough to stand on its own, you may need to include both a logo and text to symbolize and explain your company or product. For instance, the Piranha Car Alarms logo has both the recognizable fish and the company’s name in a complementary font. This logo is effective because it uses a bold color as well as a bold font that works well with the product line. (For instance, a script font generally does not work well for a brand of menswear).
Other effective logos that fall into this category are Wendy’s (both the restaurant’s title and the redheaded little girl), Amazon.com (including the orange arrow) and Dairy Queen (“DQ” with the red petal shape).
The next time you see a logo you particularly like, make a mental note of what comprises it: a symbol, words or both. When considering your own company’s logo, weigh the pros and cons of revamping it. You may find that the words are strong enough to stand alone, without a symbol, or the other way around.
