Logo is the customers first contact with company or brand and is a visual representation of company values and beliefs. Logo can be pictorial, lettermark or a combination, with the style depending on the type of business.

The most simplistic logo is a lettermark, which is a sum of letters and numbers. It is a typography-based logo, usually representing the initials of the company or brand.

Wordmarks are also created utilizing the power of typography and represent the name of the company or brand.

Both typography based logo styles need to utilize highly legible fonts, preferably custom made. Custom made fonts can capture the emotions and core of the brand / company. The style of the font and the color set the mood of the company and make it approachable to its customers.

A symbol or a pictorial are icon based logos, that are images representing the business. Pictorials are stylized images that trigger emotions and usually carry a deeper meaning or a message. Symbols can be straight forward, representing the name of the company or a product, they can be an abstract image or a mascot. The simpler the shape is, easier the observer can remember it.

Combination mark or emblem combines lettermark or wordmark with an symbol. The typography is joined with the symbol side by side or integrated one into another to form a bigger image. The combination ensures better brand perception as it is easier for the customers to associate the name with symbol. It is important that both parts of the logo can be used separately and still guarantee visual enthusiasm. MORE