How do we define a logo? Simple, it’s a face of a company. There are basically three types of logos, Word-mark, Pictorial and Abstract Iconography.
Word-mark is the simplest and most common one like the above ‘Advertising Gazette’ logo. Some other examples that might’ve come across your view or screen like the new Google, or something with a history Coca-Cola. They heavily define on a unique font or as we like to call it, typography. It is uniquely defined, each characters are well thought-out and distinguish. The font is easily recognized by the audience or their users.
Next is the,
Pictorial logos, they are a distinct symbol. They are the symbolic-print of a company; mostly these pictures represents a tangible item as the core of the brand. Like the Ralph Lauren’s Polo Rider or the Lacoste’s Crocodile. This kind of logo have personality that engulfs the nature of the company.
Finally the META of logos,
Abstract Iconography, they are the conceptualized symbols of a company. Its self-explanatory the icons are abstract, they have a unique style to them and are easily captures the attention of the people. Correctly used they can have a lasting impression, some examples like the famous Nike ‘Swoosh’, Sprint ‘Yellow-Icon’ and the Microsoft’s ‘Green, Red, Yellow and Blue’ squares.
By combining all three types of logos, we can create something unique but at the same time remaining true the company OG logo, by doing so it enhances the logo experience and interaction with the customers. My favorite example is the Google’s Doodle.
Now the journey of my Advertising Gazette logo:
Here’s my new logo for Advertising Gazette, and its mini version for social media handles:
It really is about thinking of these symbols (logos) as being empty vessels in a way; and then you pour the meaning into them. – Michael Bierut