Free Company Logo Ideas - Logo Design Symbol or Wordmark – Which is Right to Use?

Most people still don’t realize the core purpose of a logo design. They believe a logo is meant to be attractive and showy in order to catch the attention of target customers. However, for a logo design, being visually attractive is secondary to being effective. It isn’t necessary for an entity to adopt a cool symbol in its logo all the time. Even though Coke and Pepsi are rival brands, both have contrasting elements in their logotype. Pepsi logo is based on its unique symbol while Coca-Cola logo adopts a wordmark that is distinct and memorable.    •  What is a Symbol in Logo Design? A symbol, in logo design lingo, refers to a combination of graphic elements that depict a certain meaning to its intended audience. When used for identity development, its importance can be summarized by the Chinese proverb “A picture is worth a thousand words”. A symbol can include anything from concrete shapes to abstract silhouettes which are carved out to form a meaningful graphic representation. Some of the most familiar examples of symbol-based logos include Starbucks logo, Nike logo and Wikipedia logo.    •  What is a Wordmark in Logo Design? A wordmark is a term used in logo design lingo for a typographic logo. It is a standardized text-based logotype used for purposes of identification and branding a company, institution, or product. The purpose of this type of logo is to keep the identity visually clear and memorable. Common examples of wordmarks are FedEx logo, Google logo and Coca-Cola logo.    •  Symbol or Wordmark – When to Use Them? There is no single answer as to which logotype is more effective. The type of logo, symbolic or wordmark, is based on the type and nature of organization. Following is a comparative analysis on when to use each of these logotypes correctly and appropriately.   Correct Use of Symbol Correct Use of Wordmark 1 When the company/product name is too generic or universal in composition. When your company name is unique and distinct in itself. 2 When the name of your entity is too long to incorporate in a logo. When the name of the product/company is short, simple and self-explanatory. 3 When you have a diversified brand portfolio and wish to associate every product to a single parent entity. It is effective for small companies with a relatively small brand portfolio. 4 When you wish to present a detailed explanation of your business purpose to the target customers. When you want your corporate name to be remembered by the target audience. 5 When you have adequate budget to communicate the symbol to your target audience through different mediums. When your company is financially incapable of spending on marketing to communicate a symbol-based logo.   In conclusion, I would reiterate the fact that there is no single answer to which logo is better in comparison. It all depends on the nature and characteristics of the corporate entity in focus. You need to assess your company name, scope, purpose, mission and budget before selecting the appropriate logotype for your corporation.