Pixels To Print: Anatomy Of A Logo

March 07, 2019

Anatomy Of A Logo

In today's age, we are bombarded with hundreds of logos every day - we see them on everything including packaging, clothing, advertisements, television, emails, and more. They've become embedded in our culture, they influence the way we make our decisions, and in some cases they can even represent a perceived value.

Nowadays, with the level of influence that logos have, have you ever thought about why a logo (or your logo) looks the way it does? Understanding the anatomy of a logo might give you a greater appreciation of the effort and planning that goes into creating these everyday symbols. One of the easiest ways to learn more about the anatomy of a logo and when to use different versions of your logo is to familiarize yourself with the terminology that surrounds logo creation and generation. Take a look below at some of the different types of logos and when to use them:

Logo: In the simplest terms, a logo is a graphic representation of an organization. The goal of a logo is to be a recognizable and memorable identity of your brand.

FedEx Coca-Cola DisneyWordmark or Logotype: Logos that are made up only of text.
Examples: FedEx, Coca-Cola, Disney

Apple Nike StarbucksBrandmark or Logomark: These are normally icon or symbol-based logos. Typically, companies that utilize only a Brandmark are well established in their industries to the point that they can remove the company name and still be represented and recognized by just their icon or symbol.
Examples: Nike, Apple, Starbucks

IBM NASA CNNLettermark or Monogram Logos: Text based logos made up of the company's initials.
Examples: IBM, NASA, CNN
NorthPoint Lockup
Lockup: A Lockup is the final form of a logo with all the bells and whistles. The elements above are combined in a certain layout and sizing that is not to be altered. There can be multiple brand approved lockups such as horizontal or stacked, and with or without a tagline.

Special Consideration For Small Logos: Sometimes, logos don't scale all that well at smaller sizes and special consideration needs to be taken to ensure that your brand is still recognizable under these circumstances. In most cases, this is accomplished by only using your brandmark or even removing your brandmark and only using your wordmark. (read our post about Dynamic Logos).

No matter what the situation is, the NorthPoint Design Team is here to help. We can assist with creating new logos, setting up different logo types, or even just suggesting which logo you should use for your upcoming campaign. Reach out to the NorthPoint Design Team today to find out if your logo is optimized for every situation!

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