Types of Brandmarks
logos are often talked about incorrectly or at least imprecisely. So I'd like to go over some terminology that will help us talk about the various kinds of logos without getting them mixed up? Sometimes you'll hear people talk about a logo as being a symbol paired with type and sometimes people will say no. A logo is only the type and still others will say that the logo is only the symbol. There isn't a strong consensus over the definition, especially among non designers. So I prefer to use the term brand mark. Brand mark is more generalized term and I'll be using it during this course to mean any type of mark that is used to represent the brand across multiple forms of media. Again, there is not always agreement on this, but generally speaking, there are six types of brand mark. The abstract mark, pictorial mark, monogram or letter mark. Word mark, combination mark and the emblem. Word marks are primarily letter forms that spell out the company's full name, which can sometimes be very...
stylized while combination marks, combined typography and imagery into a unified element. Emblems are simply typography that is enclosed in a shape. However, our class will be focusing on the 1st 3 abstract pictorial and monograms. Abstract marks are not representative of real objects and instead imply a feeling or idea. Pictorial marks are representative of real objects and are typically simplified illustrations. Monograms are abbreviations of a company's name, usually between one and four letters. We're focusing in on these three types of brand marks because they all pose a similar design problem. How do you create a unique identifiable mark in such a small space while trying to tell a brand story? The most successful marks of this kind are often masterful in their use of positive and negative space, balance, repetition, contrast and visual hierarchy will define and explore all of these concepts throughout the class so that you can start mastering these principles yourself.