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Distinct from the singularity of a logo, icons can vary depending on their function, such as representing different categories or sections on a company’s market materials, illustrating (like in our case study below) the different phases of a company’s work processes, or visually denoting different divisions within an organization. Once the big picture of a brand’s messaging has been established, icons serve as visual tools that help carry out this message. Think of icons as a brand’s stylistic extensions. Learn more about our work with Ombre by visiting this case study. They selected the final option, which, by incorporating the play button and a smile, captures the essence of the brand by being simple, friendly, and playful. We presented the client with a small handful of logos. That led to various logos incorporating iconography for smiles, talking, and the play button in various forms.

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Once we had a full understanding of OMBRE services, we set to work on logo ideas that incorporated the idea of speech, mouth expressions, and videos. OMBRE (Orofacial Myofunctional Therapy, Redefined) is an online service that treats people with orofacial myofunctional disorders by instructing easy exercises for the face, mouth, and tongue.

Logo lockups are usually executed vertically and horizontally to give the brand versatility in different applications.Ī good logo should follow three simple rules: is it scalable? is it simple? is it unique and authentic? does it play with negative space? Often the tagline can become part of this lockup as well. Logo lockup: When the mark and type treatment come together, it becomes the logo lockup. It should be seamlessly incorporated with the rest of the logo. Even if a tagline is sometimes an add-on, it shouldn’t look like one. Tagline: A tagline is a snappy refrain (Got Milk, anyone?) that, together with a logo, fills out a brand’s personality. Logotype: A logo’s mark may get the most attention, but the logotype, the lettering designed specifically for a company or product, is another critical element and one that is often overlooked. Since it contains no type, a mark has to pull double duty as a standalone graphic as well as a part of a logo lockup (we’ll explain in a moment). Mark: Think of the swoosh, the golden arches, or the multi-colored peacock.

It could be good or bad, but it will always remain with you.” – Keith “I always say that your corporate identity/logo is your mugshot. Logos typically consist of a text treatment and often (but not always) a symbol, called a “mark.” They may be small, but, much like worker ants, logos carry a lot of weight.

It offers consumers a visual first impression, and its goal is to both convey the company’s message and be immediately recognizable. LOGOĪ company’s “coat of arms,” a logo is the primary visual representation of a brand. To try and cut through some of the confusion, we’ve defined three critical, but often confused terms in the design and marketing world-a logo, an icon, and an identity system. Does the client just want a logo, or would they like us to actually rebrand their identity? Create a small symbol for a service on a website? Develop a sub-brand for an internal corporate initiative? While we have a clear idea of what defines a logo, we often find that a simple request like this belies deeper expectations for the scope of work. “We need a logo!” is a familiar refrain we get when we pick up the phone or open our Glantz inbox.