Here it at It Starts, we work with lots of different disciplines within design, however we feel branding is one of our strongest assets and have designed many logos for our clients. So, would you like to know what truly makes a great logo? Here’s a taste of our creative approach when designing a new logo.
For a start, logos are over rated. No, we’re not just being controversial, we believe that a logo doesn’t answer all the branding questions a client has – but it is a component. The logo should be a device that clearly denotes what the company is, without depicting every facet of what the company does.
The logo should be a simple mark that houses all the other products and services. So it needs to be a universal mark that can be recognisable at a really small size, or scaled up as large as a billboard.
Within the design industry it is said that there are three types of logos: firstly you have the ‘wordmark’ or ‘logotype’ which is usually a distinct, text-only typographic treatment of the name of a company, institution, or product. We believe an organisation’s name should be incorporated as a simple graphic treatment, to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.
Then there’s the ‘pictorial mark’ which is compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal representation of an organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organisation represents.
And finally there’s ‘abstract iconography’. In the simplest terms, abstract logos are a combination of type and logo which says “Here’s what we stand for.” These logo designs tend to express their message through loose, figurative elements of design, and play off intangible or abstract themes that relate to the company or organisation’s overall business and/or vision.
We believe that there is a fourth type that incorporates all three types of logo. This is called the ‘logo system’. This is what we touched on earlier when we mentioned that the brand isn’t just a logo, but a graphical framework that can have endless modifications. This approach is adopted when a familiar mark is created that can push to further issues or service lines. Two great example of this are MTV and Google.
Google changes its logo on a daily basis to reflect current trends or historic dates, showing a dynamism that is essential for the digital natives of today. We believe that ‘the logo system’ approach is a much more useful tool nowadays as it allows the company to expand its conversation into a deeper social and economic journey.
About it starts
It Starts provides business strategy, design, marketing and technology services to some of the world’s largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients.