We are all familiar with the “swish,” or the specific lettering that defines a product for us. They are those logos that seemingly without effort can immediately conjure up a good memory of using the associated product. They evoke emotional responses and help us “feel” what the product means to us. There are basically two categories of logos—those that use an image or icon as their primary visual mark and those that use their name as their logo. The latter has just chosen the combined letters to be their “icon.” If you have a unique, memorable, or interesting name (preferably one word), that may be the best way to go in terms of creating your logo. Creative use of typography as a logo has been behind some of the most beloved brands in history. Those that use their name also may have a bit of a leg up on
Recognition because the name is their icon, so they almost get to double dip into the subconscious of consumers, giving them name retention and also the visual recognition element.
Iconic type logos have two subtypes. There are logos that utilize an illustrative image as their icon, such as a messenger service using an envelope, and those that use an abstract symbol or image, such as the infamous swish of a well-known athletic brand.
This latter choice is risky and usually takes funding and a professional team of marketers and advertising companies to present and solidify an abstract image as your “identity” to your potential consumers, as well as encouraging brand loyalty with those potential consumers who are converted into actual consumers of your product.
Here’s some practical advice.
1. Don’t use a swish.
2. Make sure the typefaces you use are easily readable, and don’t use more than two different typefaces if possible.
3. Don’t use special effects such as gradients, shadows, or glows. They usually don’t
Translate to print well, especially if used in black-and-white printing.
4. Test your logo in plain black-and-white.
5. Try not to use too many colors. The general rule is to use no more than three, tops. Again, keep it simple, vibrant, and representative of the image you want to project and have associated with your business.