The treatment that is given to a logo defines all the meaning that the brand and the essence of a company contain. The treatment evokes a number of specific traits and perceptions. A report published by Siegel + Gale provides us with the analysis of these characteristics and techniques in the construction of logos. In addition, it makes a selection of the nine most memorable logos of our time, standing out at the top, as one might expect, the logos of Nike, Apple, Coca-Cola and McDonalds. However, he also points out that the logos of other companies with similar budgets were not as effective. These logos are those of Google, Adidas, Pepsi, Microsoft or Amazon among others.
As one of the main reasons that make some logos more effective than others, we find simplicity. A powerful, great and effective logo must be above all simple, although of course there are exceptions as in the case of Coca-Cola, although it is also true that when we speak Coca-Cola we speak of bigger words and perhaps the greatest phenomenon in marketing of the last century. In any case you can download this interesting report from the Siegel + Gale official website from this addressFor now, I leave you with nine treatments or logo models that awaken a series of very specific implications:
Custom Wordmark
When we talk about wordmark we refer to that class of logos that are specified through letters, whether initials or words, and do not present any graphic element other than typography. This wordmark can be customized and created with a specific and exclusive font for said logo. The case of Instagram is a good example. These types of proposals contain distinctive features: It provides us with a feeling of kindness (especially because it is a handwritten font), fun (since the creative process is embedded within the design), modernity, freshness and youth as well as a stylized and unique character. .
Organic Logo
Among its main characteristics we find the warmth, also the care since this type of designs reveal a creation process impregnated with symbolism and dedication on the part of the designer. Likewise, the creation of organic logos proposes a discourse full of fun because in some way it is also ornamental, creative and this awakens evocations of childhood as well as innocence, kindness and, of course, innovation.
Geometric logo
Above all, these types of proposals are above all clean, with accurate, precise finishes that fill themselves up. In addition, the association of geometry with mathematics makes the concept of intelligence implicit and therefore this awakens other ingredients such as power. Intelligence is power but it is also recognition and social respect, at the same time these types of compositions tend to be minimalist without too many flourishes, so we also talk about freshness and independence.
Wordmark Sans Serif Logos
The sans serif typeface, or without serifs, is sober, seeks above all cleanliness, concreteness and forces the receiver to place himself in the word. Somehow this tells us that what our logo is telling us is important, and not only that, it is concise and builds confidence. It is also associated with the more traditional background and has some technical or even scientific connotations since any type of ornament in the typography is discarded. We focus on the concept, the practical and the tangible. In addition, the simplicity of the shapes and the perfection of its finishes awakens us kindness.
Logos with Wordmark Serif
Here we find ourselves in a totally opposite case to the one mentioned above. Serifs are integrated almost like nerve endings but without any practical or functional purpose. The objective is to provide an aesthetic component, a stylization that introduces connotations of exclusivity to our brand at the same time as a traditional and luxurious character. Aesthetics is an important part of our concept as well as elegance, social rank and sophistication.
Logos inserted into shapes or molds
These constructions are reminiscent of the old molds that copyists used in the design of the first manuscripts of our history, therefore from minute zero we find an allusion to the traditional and of course to design as care of the form and transcription of concepts through of visual language. This carries a set of inherent traits such as originality, trust in the product and also closeness in the creation process and therefore closeness to the logo in question.
Logos created through initials
They are economical above all at the communicative level and therefore cutting. They are imposed in a simple glance and therefore waste power and masculinity. The violence with which it is represented awakens respect in the viewer who soon senses that they are in front of a brand of recognized prestige and that they do not need ornaments or excessive construction to show their stamp.
Wordmarks based on simple fonts
It is framed in the same line that we saw in the previous example. We find an exercise in communicative economy that results in a feeling of power, the viewer therefore trusts the brand and gives it an exclusive status as well as a traditional and clean character.
Stylized logos with visual effects
These are more elaborate constructions that tend to be quite original so the ingredients it contains are fun (due to the creativity reflected in its composition), innovation, freshness and youth, as well as a special aesthetic care.