- As we previously explored,
trying to understand what someone means
when they use the term logo is tricky.
For some it's a word mark,
others, an icon.
Some people consider it to be the brand.
Remember, it's only a brand if it's on a cow.
When I use the word logo,
I'm talking about the whole enchilada,
the monogram, wordmark, or icon
combined with name in a consistent way.
If there is only a wordmark, that's the logo.
If there is an icon and a wordmark, it's the two combined.
The logo is the final form the audience should see.
It's the formal wear of the identity system.
Combining an icon and wordmark, as we've explored,
reinforces the connection and recognition.
The Target logo is a combination
of the red icon and red letter forms.
It is combined as the formal logo.
Because it is one of the most
recognizable icons in the world.
The system allows for the icon to be decoupled
from the word in some applications.
Other brands, NBC for example,
use the same forms for both the letter forms and icon.
The peacock symbol, designed by Steff Geissbühler,
is composed of straight lines
and portions of circles.
The letters are not a typeface.
Geissbühler based the forms on the icon,
using circles and angles that reference the icon.
The Canadian government logo is a beautifully crafted logo
that combines a dominant wordmark of custom letter forms
with an icon of the Canadian flag.
While it appears effortless,
the letter form modifications are proprietary.
Nobody can type these in using Times Roman.
The Canadian flag symbol is perfectly locked in place
based on the proportions of the letters.
Combining a wordmark and icon
by dropping a symbol on top or next to the name
is not the only solution.
Merging the two in a unique way,
creates an easy to use logo
that cannot be separated into two parts.
The point of understanding the terminology of branding
is not to create a complex new language.
There are so many misunderstood terms
that it's important to make sure you
and your client are talking about the same thing.
Don't take for granted that you know what they mean
when they say logo.
Take a few moments and explain
your understanding of each term.
Remember, they aren't designers,
they're civilians who only know about these things
from television shows with ad agencies,
like Mad Men or Bewitched.