AB: All-Round Nice Guy

The following series will lead you through 8 choices to plan your new business logo from start to finish - from the practical requirements, through to the more subtle world of style and market appeal.

Choice #1: a logo with a symbol, or a wordmark only?

We refer to a logo here as the complete visual representation of your business - but in fact the word ‘logo’ is a shortened version of the word ‘logotype’, which refers only to the symbol portion of your complete, er, logo. Some businesses can rely on just using a symbol only, and we instantly recognise the business (the Nike swoosh, the CBA Southern Cross, or Uncle Ronalds’s Golden Arches) but this can only happen once that symbol is ‘learnt’, which takes many hundreds of conscious and subconsious viewings to cement the connection in our brains.

In contrast, most businesses prefer to use words in their logo, to compliment the symbol, and reinforce the message: “This is us, and here is our symbol”. A large proportion of businesses have this duo of logotype and ’supporting text’ - the part of the text that names the business we tend to refer to as the wordmark.

But for the brave, and for the small business owner, there is a strong case for dropping the logotype portion of the logo altogether, and only using the wordmark. In essence, the way you write your business name becomes your logo.

The major benefit of using a workmark only is that there is very little to be ‘learnt’, so the connection between someone seeing your logo, and understanding who you are becomes quite strong, quite quickly. For the small business owner, that’s a fairly compelling reason.

Personally, I get a little annoyed/a little chuckle, sitting in my car at traffic lights, and seeing a suburban tradesperson’s panel van, with their logo (and logotype) proudly on display. The reason for my annoyance/chuckle is generally in the realisation that either a) I have to learn a new symbol, and connect that with the name of that business, or b) there’s not much chance I will ever learn that connection, and so the putting forward of that symbol actually detracts from the message the logo is designed to ultimately convey. In summary, if the logotype doesn’t add to your message, don’t add more visual noise to an already noisy marketing world.

To backpedal though, the use of a logotype to bolster your message, or to add a memorable touch to your wordmark is perfectly acceptable - as long as you don’t rely on making your customers learn your logotype as the only means of connecting your logo to your business.

While it’s fantastic to dream dreams, don’t plan for your customers to see your logo hundreds of times to figure out who you are - tell them who you are, clearly, first time and every time.

Wordmark only, or full logo with logotype, you still need to consider the practicalities and communication/marketing elements of designing your logo: typography, colour choice, scalability, usability, readability, and the overall marketing message you’re trying to communicate. It’s a delicate balance that, done well, won’t make you sell twice as many widgets as your competitor - but undertaken too casually, can communicate to your potential clients “near enough is good enough for me”.

There’s no holy grail in logo design - every business is different, and will approach the task and arrive at their final design in a different way. In the next few articles in this series, we’ll walk you through the other main choices you need to consider, and give you some practical advice on how to design your own logo, or manage the process of having one designed for you. In the meantime, next time you’re sitting in your car at traffic lights, take a look around you, and get an appreciation for what logos ‘work for you’ and what simply don’t cut the mustard.

AB out.