- Wordmarks help people learn a new name; symbols work as app icons and avatars; emblems suit packs and stickers.
- A name with a built-in symbol combines both: the name is readable and the picture is memorable.
- Every logo should carry one idea from your positioning.
- Test at 48 pixels, in one colour and next to competitors.
The four types
Wordmark
The company name in distinctive lettering, with no separate symbol. It helps people learn a new name quickly and works on most surfaces. Its weakness: it can be hard to read at very small sizes, such as an app icon.
Name with a built-in symbol
The name with one letter redrawn as an object, like a drop of water forming a letter in a drinks brand. It keeps the name readable while giving people a picture to remember, and is a strong choice for consumer startups.
Symbol and name
A separate symbol beside or above the name. The symbol can be used alone as an app icon, favicon or social avatar, which makes this type popular with apps and platforms.
Emblem
The symbol or initials inside a solid shape, such as a rounded square, circle or badge. It reads well at tiny sizes and on packaging, stickers and merchandise.
Which suits your startup?
| If people mostly see you… | Consider |
|---|---|
| On a website, a deck and a business card | Wordmark, or a name with a built-in symbol |
| As an app on a phone | Symbol and name, so the symbol becomes the icon |
| On a shelf, a pack or a sticker | Emblem, or a name with a built-in symbol |
| On vehicles, signs and uniforms | A bold wordmark or symbol readable from a distance |
Many brands end up with a system: a main logo plus a symbol or emblem for small spaces. That is fine, as long as they share one idea and one style.
Test it properly
- Small: view it at 48 pixels, the size of an app icon. Can you still read or recognise it?
- One colour: print it in black only. Does it hold up?
- In context: place it next to five competitors. Does it stand apart?
- From memory: show it to someone for five seconds, then ask them to describe it. Can they?
Whatever the type, the logo should come after your positioning, so it has something to say. See brand vs logo.