1. Logos

6. Logos A logo is a unique identifying symbol.
A logo represents and embodies everything a brand or group signifies
It also provides immediate recognition
A logo is the keystone of a company’s visual identity.

7. Types of Logos
Wordmark (or logotype): the name spelled out using unique typography or lettering

8. Types of Logos
Lettermark: the logo is created using the initials of the brand name

9. Types of Logos
Abstract symbol mark: a representational visual, relating to a real object modified abstractly
Coffee company
Radiology company

10. Types of Logos
Nonrepresentational symbol mark: pictorial visual that symbolizes the brand

11. Types of Logos
Pictorial symbol mark: Representational image that symbolizes the brand

12. Types of Logos
Combination mark: a combination of words and symbols

13. Visual Identity
Visual and verbal articulation of a brand or group, including all pertinent design applications
Letterhead
Business cards
Packaging

14. Visual Identity

15. Logo Design Tips – Simplicity
Milton Glaser, the legendary graphic designer best known for the "I Love New York" logo, says that it has to do with simplicity. "You want to move the viewer in a perception so that when they first look at [the logo]...they get the idea, because that act between seeing and understanding is critical."

16. Logo Design Tips – Make it Unique
Stay away from overly used icons, like globes and arrows. And according to graphic designer David Airey, you should keep in mind that a logo doesn't need to say what a company does. "The Mercedes logo isn't a car. The Virgin Atlantic logo isn't an aeroplane. The Apple logo isn't a computer."

17. Logo Design Tips – Make it Adaptable
Strong logos translate well across different mediums. Will your logo evoke the same meaning on a business card as it will on a billboard? "Keeping the design simple allows for flexibility in size," writes Airey. "Ideally, your design should work at a minimum of around one inch without loss of detail."