Today I went into the office for my weekly training. I started by finishing up a few projects from the previous weeks, the final C&N motion ads, a logo sign for the exterior of the office, and the Ukraine Aid web banner for the 107.9 FM website.
Then we talked about what makes a good logo, what types of logos there are, and what type of companies they are best for. Logos generally can be sorted into 3 main tiers. The 1st tier is any simple logomark or stylized letter. This type is best used for well-known businesses, like Apple or Pepsi. It helps them be more recognizable and marketable. The 2nd tier is a logo with a logomark and name or other type elements as well. This type is pretty common for all sizes of businesses because it’s easy to simplify down for certain formats while keeping that ability to be recognized quickly. The 3rd tier is pretty rarely done well. It involves a logomark with type AND a high level of context or detail within the design. Apple’s first logo from 1976 would fall into this tier.
These categories are good to keep in mind when researching a business to create a brand/logo. Who is your audience? What kind of company is it? What size is the company? What are their main concerns or advertising problems? Who would represent a good persona to model your brand for?
