communication & design
A Brand Identity starts with a logo. A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.
While designing a 3D logo we consider several elements from its look and feel on marketing collaterals, to colors, shapes and styles that create a significant impact on customers.
Emblems are just about the oldest form of logo. Also known as seals or crests, people have been using them since at least the middle ages, if not before. An emblem is the type of logo that includes text inside of a symbol. It’s a classic look that gives your logo a traditional quality. That’s why you’ll often see them used by schools and government agencies — they make everything feel nice and official.
Also known as a “wordmark,” logotypes are logos which are built entirely of the word or words that make up the company’s name. The main focus here is typography, obviously. This style of logo strongly ties a brand’s visual identity to the name of the company.
As we progress down this list of the types of logos, you may notice that we’re getting further and further away from the use of words. You can think of this like the ever increasing difficulty in a video game — the further you get away from explicit text, the more weight the actual image will have to carry.
Sticking with pictures, but moving away from literal representation, we have the abstract logo. This logo type is used when you want to use an image, but don’t want to be constrained by a literal representation. You can create an abstract logo that evokes a feeling more than a thought. These can be difficult, as not everyone will interpret an image the same way.
A mascot is different than the above pictures and symbols in that it’s a drawing of a particular person (or, at least, an anthropomorphized character). As human beings, we’re visually attracted to seeing another human face (again, even if it’s “really” the face of a cutesy cartoon character). A mascot ties that positive feeling to your logo and brand.
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