Three Logo Categories

The discipline of logo design is boundless in its creative possibilities. A logo designer can choose from a host of different techniques and styles to achieve the desired goal. When you're starting out, though, it's helpful to think about the main categories of logo design that can be used independently or combined within one design.

Typographic Logos

Typographic logosjust typeare the most common logos, since they can be quick to assemble. It's a straightforward way of defining a company. But don't be fooled into thinking that a typographic logo is easy to do well. An expert handling of typography is required to create a readable, memorable, personable mark. Often a typographic logo is a starting point for the addition of descriptive or symbolic elements.

Figure 7.11. ANGEL Learning developed this balanced typographical identity for its product, an online course management system.

Descriptive Logos

Descriptive logos draw a direct correlation between their visual message and their owner's products or services. The logo can represent a product, demonstrate an area of expertise, and/or define the cause or mission of the organization. Broadly speaking, a descriptive logo says "Here's what we do." It follows that any symbol used to define the purpose of an organization must be handled with care.

Figure 7.12. A descriptive logo for MultiMed Solutions illustrates what the company does.

Figure 7.13. Without the cell phone icon, would you know that the CareText company provides a phone text service?

Symbolic Logos

Symbolic logos incorporate a figurative element into the overall design. These symbols play off an intangible or abstract theme that relates to the company or organization's overall business or purpose. Broadly speaking, the combination of type and logo says "Here's what we stand for."