Symbol? or wordmark?

Of the 15 marks in my “1996” article, nine are essentially “wordmarks,” while six feature graphic symbols (Lucent, NCR, Imation, Pharmacia & Upjohn, McGraw-Hill, and LG; I count Nortel as a wordmark, but its “O” can also function as a freestanding symbol).

Which logo strategy is best? When should a CEO choose a wordmark, when a symbol? In general, consider a symbol only when:

Your name is too generic, too long, doesn’t translate well globally, or is hopelessly deficient in personality.

You need an emblem on the product, as on a car hood-or a sneaker.

You need to link subsidiaries to the parent and can’t easily use the name. (The Bell symbol served this function for the old AT&T and its operating companies.)

You have (or can afford) ample media, to teach us what the symbol means.

Choose a wordmark when:

Your name is reasonably distinctive but not (yet) a household word.

You want to associate products or subsidiaries with the parent more clearly and directly than a symbol permits.

Communication funds are limited and should be focused on name recognition.

A case in point: In 1995, Novell wanted to be a more powerful umbrella brand over its various software names. Consultants Frankfurt Balkind designed a striking new N symbol, appropriately expressive of a focal “enterprise networking” concept, accompanied by an elegant low-key wordmark.

In 1996, the “dots” were banished from marketing communications, to better focus on the branding essential-the Novell name. Rationale: “We don’t have time for trinkets that serve no functional need.”

Bottom line: Wordmark or symbol, make sure your identity consultant provides a strategic application-based rationale-not just a pretty face.

Designing Brand Identity           by Alina Wheeler

 

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Corporate Identity Design                      by Veronica Napoles

 

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Company logo articles

 

Total Design was established in 1963 by Friso Kramer, Ben Bos, Benno Wissing, Wim Crouwel and the Schwarz Brothers. This group of ambitious Dutch designers has set new benchmarks for product design, exhibition design, cultural design and identity design.The book written by Ben Bos presents the story of the studio’s golden period from 1963 to 1973 and it’s fundamental role in graphic design.

 

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Total Design was established in 1963 by Friso Kramer, Ben Bos, Benno Wissing, Wim Crouwel and the Schwarz Brothers. This group of ambitious Dutch designers has set new benchmarks for product design, exhibition design, cultural design and identity design.The book written by Ben Bos presents the story of the studio’s golden period from 1963 to 1973 and it’s fundamental role in graphic design.

 

Click to buy