A lot of people are often confused when they are faced with the three concepts above.

Worry not as
you'll be taken on a journey you cannot get from the four walls of the school tonight. Honestly, not
everyone who have a qualification in marketing can also differentiate the three.

What you key in for tonight will surely change the way you have positioned your business presently and
make you have a rethink. Wether your business is big, small or you are even a school owner or a mere
teacher, don't loose hope.

This evening, somebody posted an article in one of our platforms about how bad it is to be a private
school teacher but I will disagree with that school of thought. Anyway that will be a discussion for
another day.

*TO THE BUSINESS OF THE DAY.*

We live in a brand conscious world. But a brand is more than just a logo or a name. Let us study the
concept of branding and its significance.

Let's define *BRAND* first.

You could describe a BRAND as an organization, product or service with a personality that is shaped by
the perceptions of the audience.

Je- Bezos, owner of Amazon and subsequently the world's richest man, said it best:1

*_"A brand is literally what people say about your business when you're not in the room"._*

Basically everything they *think* and *feel*, which is why branding is so important.1

Let's define *IDENTITY* as well.

A business identity is essentially how your company’s brand is communicated to your prospective
customers or target market. It is an essential task to to render familiarity and open your doors for
business.

You must understand that your brand is the essence of your business and you need to create a healthy
business identity that represents your firm’s core values and differentiates your business from your
competitors.

Developing a business identity of your firm is important for a number of reasons:

♨Conveys a strong and lasting message, when clients see your business title.

♨Determines your business standing among competitors.

♨Define your business in positive and distinguishing terms.

♨Determines the culture and the value of success within your organization.

The IDENTITY or image of a company is made up of many visual & sensual devices like:

♨* Name (unique, easy to understand and remember)

♨• A Logo (The symbol of the entire identity & brand)

♨* Slogan (Audio)

♨• Stationery (Letterhead + business card + envelopes, brochures, etc.)

♨• Digital graphics (Flyers, books, websites, etc.)

♨• Products & Packaging

♨• Other Sensual Communication ( smell, touch, etc.)

♨.Apparel Design (Tangible clothing items that are worn by employees or sold as part of the brand’s
strategy)

♨.Retail Design (interior and exterior signage as well as interior design of outlet stores)

All of these represent a brand's identity and should support the brand as a whole.

*LOGO* as the last concept.

A LOGO should identify the business in a simple way that is recognizable and memorable. It does not
literally show what the business does. ie. A car logo does not show a car.

*BRANDING*

A good branding definition is hard to come by. And that’s because the definition of branding can be
tricky to get to grips with, and a branding definition is certainly difficult to write.

Clients, friends, acquaintances, family members, business owners, and others often struggle to
understand what branding in business is actually all about.

So, there’s a whole range of ways people ask about branding. And it all stems from not understanding
what branding is. Imagine an emails from a client that say things like “I need a logo, a business card, and
a letterhead designed. Guess you could say I need branding!”
Those elements form your brand identity, which is indeed part of your branding. But branding is much
deeper than that.

*BusinessDictionary.com explains branding as:*

_The process involved in creating a unique name and image for a product in the consumers’ mind,
mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant
and differentiated presence in the market that attracts and retains loyal customers._

To me, that branding definition seems a little fluffy. It doesn’t clear a whole lot up, so I’m going to dig
into it further.

For a better definition of branding, I prefer the quote from Amazon’s CEO, Jeff Bezos:

_Your brand is what people say about you when you’re not in the room._

For me, that sums branding up perfectly.

*WHAT IS BRANDING?*

Branding is not just a logo design. You can’t just design a logo and say *“that’s our branding.”* It’s
factually incorrect.

In fact, even if you combine your logo design, business card, letterhead, and other business stationery
design, you still haven’t touched on your company branding.

Branding is all about getting people to accept or believe that you are providing the best product or
service for them, right at the moment that they come into contact with one of your products, services or
marketing materials. When you can achieve that status with enough customers, your business growth
will explode and you’ll start enjoying some hard earned success.

Sounds easy, doesn’t it? Well actually, it is.

*Branding is about doing everything you can to ensure that the relevant people think about your
business in the right way.*

The following video is also a great overview of the definition of branding and what branding is all about.
Watch it through the link.

https://youtu.be/JKIAOZZritk

Can you see what Coca-Cola started with in terms of sales in 1886, just *NINE* bottles. But with the
right branding strategies, a whooping *1.6billion bottles* were sold in 2010.

If you have time, please listen to Steve Jobs on *The Secret of Branding* in this video
https://m.youtube.com/watch?v=GpPESJRuX4k
*BENEFITS OF BRANDING*

*Everyone’s idea of branding is different, but there is one thing they can not deny...*

_*The power of branding.💪💪*_

1. CUSTOMER RECOGNITION

Makes a brand stand out from its competitors.

2. CUSTOMER LOYALTY

Keep customers coming back for more

3. CONSISTENCY

A consistent brand is memorable & more e-ective

4. BRAND EQUITY

Every branded element helps build brand equity

5. INCREASES CREDIBILITY

Establishes a company as a serious professional business

6. ATTRACTS TALENT

When a business has great branding, people notice

7. ALLOWS SHARED VALUES

Emotionally connect with customers creating loyalty for life

8. GIVES CONFIDENCE

A solid brand knows its values and this evokes confidence4

*An Example of Perfect Branding*

The easiest way to answer the question “What is Branding?” is to give an example of perfect branding.
There are plenty of great examples of branding to choose from. But let’s look at Apple. They’ve nailed
everything to do with their branding.

Everything Apple do forms part of their brand, and they do a lot of different things.

For those that don’t know, Apple are one of the world’s biggest technology companies that designs,
develops and sells consumer electronics, ranging from laptops to phones to televisions. Apple was
formed by Steve Jobs and Steve Wozniak in April 1976.

They are now one of the most famous corporations in the world.

Everything Apple do, is calculated and adds value to their brand communication and identity.

The way they name their products, typeset the names (iPhone, iPod, iMac) through to the clean,
functional style of their website adds to the Apple brand.

The Apple brand in simple terms is “brilliant design that works.”

The way Apple deliver their keynote speeches and the accompanying videos on their website shortly
before a product launch, are all crystal clear in communication with an air of wonder and excitement
built around them.

If somebody blindfolded you and drove you to a mystery location and when you opened your eyes and
you saw bright white displays, perfectly shaped computers and gadgetry and shiny work surfaces, you
would know that you were in an Apple store.

That’s branding.

Apple’s customers go to them for several reasons, they want the best in modern technology, they want
it to look fantastic, and function perfectly.

Even their product boxes open and smell a certain way!

Apple have perfected branding. They’ve taken their branding and expanded it into absolutely everything
they do, building their whole company around it.

And that’s absolutely the correct way to handle your branding. It should be ever present. And you
should build on top of it.

People have a certain level of expectation from Apple because of their branding, and part of their brand
strategy is to over deliver on expectations, each and every time.

*BRANDING YOUR SMALL BUSINESS*

Many small businesses make the mistake of overlooking branding efforts because they think of
themselves as a business and not a brand. Brands, they think, are the big fish in the pond with huge
budgets and national recognition. Resigned to their supposed small-fish status, small businesses do little
more than come up with a fun logo and some flashy business cards.

But branding is important for businesses of all sizes because it increases their value, gives employees
direction and motivation, and makes acquiring new customers easier.

*Here are 5 reasons why branding is important for your small business.*

*Branding Creates TrustBranding Creates Trust*

When a company presents themselves in a professional way, and when there is social proof that their
products and service are quality, prospects will trust that company and feel more comfortable giving it
their hard-earned money.

*Branding Improves Recognition*

While your logo should not be the be-all-end-all of your branding efforts, you should still put the time
and effort into coming up with a professionally-designed, memorable logo. Not only should your logo be
memorable, it should give the desired impression of your company so when people see it, they instantly
think and feel what you want them to think and feel.

*Branding Supports Your Marketing Efforts*

Marketing is an important component of your brand. The mediums and channels chosen as well as the
demographic targeted helps to build your brand. Be careful of too narrow of a marketing focus, or you’ll
risk being “pigeon holed” and lose your ability to expand into new markets. Then again, too broad of a
marketing focus could lead to an inability to create a definable impression of your company in
consumers’ minds.

*Branding motivates employeesBranding Motivates Employees*

Anyone can hire employees, but only a strong brand can hire motivated employees that are inspired to
carry your vision and mission forward. When your brand feels pride, your employees do as well. Having
a strong brand is essential for employee morale and productivity.

*Branding Generates New Revenue*

Branding is one of the best ways to get referral or word-of-mouth business. And again, this is why it’s
important that your logo, marketing, and reputation work cohesively to form an indelible impression on
consumer minds. Think about it, you can’t tell your friend about an amazing product you just consumed
if you can't remember the brand.

Now that you know why it’s important to develop a solid branding strategy, here are a few ways you can
do it:

*But lets look at the meaning of branding again, in another dimension*

🔆Let people know who it’s for

🔆And what they can expect when they hire you

🔆Make your case for why you’re the best choice out of all the others they’re considering

🔆Establish credibility

🔆Build awareness

🔆Become recognized and remembered

🔆Become known, liked, and trusted

*8 Essential Elements of a Branding a Small Business*

*1: Know Your Why*

Simon Sinek famously said, “People don’t buy what you do, they buy why you do it.”

_This is your *brand purpose* and serves as a compass for everything you do, and gives your customers
a deeper reason to choose you._

*2: Know Your Ideal Customer*

Which segment of the market are you targeting? It would be impossible (and it isn’t very wise) to target
everybody or just anybody. The idea is that when your target customer sees your message, they’ll think,
“Hey, that’s for me!”

_This is your *brand positioning* and it allows you to stake your claim in a crowded marketplace._

*3: Be Unique*

Take a look around at what others in your industry are doing and then ask yourself, “What are the
reasons why a customer would choose me instead?” What are the characteristics or benefits of your
service, or you as a person, that would be very hard for others to replicate?

_This is your *brand differentiation*. It helps customers understand why they should choose you._

*4 Create an Amazing Client Experience*

How do you want your customers to describe you after your work together is through? What qualities
do you want them to tell their friends about you?

🔆That you delivered fast, hassle-free service?

🔆That you made the process fun?

🔆That you were compassionate and empowering?

Everything you do (a.k.a. “branding”) should be grounded by those core values you want people to
remember you by–from the very first interaction (or “touchpoint”) to the last.

When your customers start describing their experience–in testimonials and reviews and referrals–in
very similar ways, it means you’re purposefully creating the kind of client experience that you can
become known for.

_This is your *brand experience*. It helps you attract the right people to you and create raving fans and
repeat customers._

*5 Give your brand personality*

People buy from brands and they hire humans. So as you market your business (marketing, by the way,
is brand building), you want to express consistent personality characteristics and make your company
values known through copy and visuals (the pillars of brand communication).

Think about the words you’ll use to communicate what it’s like to work with you. Will you be a sturdy,
reliable consultant? Or a quirky and fun coach? You’ll want to think about how you’ll speak and write–
the words you use and the way you use them–that’ll help people get to know you.

_This is your *brand tone.* It helps people decide whether you would be a good fit for them on an
emotional level._

6 Set Expectations

In a clear and concise way, you want to be able to describe the benefits of working with you and the
transformation they can expect when they do. You can also call this a marketing claim. A simple formula
is: “I help people ______.’

This is your *brand promise*. It helps people to understand what they can expect when they do
business with you.

7 Communicate Visually

Once you have clarity around these things, a designer can help you communicate them visually. Your
logo, website and other marketing collateral assets should be consistent, in alignment with your brand’s
personality, and appropriate for your industry.
This is your *visual brand identity*. It serves the purpose of communicating what your brand is all about.

8 Create Branding Guidelines

Once you’ve established our brand tone and brand identity you can create guidelines that help you
show up in a consistent way. Brand consistency is crucial because it shortens the time it takes for people
to become aware of and remember you. Again, it doesn’t need to be fancy, your goal is consistency.
Keep it simple to start!

This is your *brand guide*. It helps you create consistency.

Your school's brand is its calling card to the outside world: it's how you're identified and remembered.
When somebody sees your logo or your school colours, it immediately evokes an emotion in them,
whether that's admiration, indifference or something else depends on your reputation and how you
have marketed yourself.

With so many schools offering top-notch education, your brand is your chance to differentiate your
school from the crowd. You have to ask yourself how you want your school to be perceived, and then
translate that into your school's branding.

It is your most identifiable feature and the first thing a parent will recognise — and that's why it is so
important to get it right.

*Your Brand Creates an Identity*

For those unfamiliar with your school, branding helps you create a personality that aligns with your core
purpose, helping those unaccustomed with your school to build trust in it. After all, parents will most
likely choose a school that reflects their values and can cater to their children's needs. But without an
effective brand in place, it's very difficult for these parents to connect with the school on the necessary
level to sway them into admission.

*Your Brand is Your First Impression*

Once you establish a logo and motto, it should appear across all your school's materials, both digital and
print. This means that all of your promotional material that you send out in your recruitment drive, such
as prospectus' and brochures should convey the same message as that of your website. This consistency
helps to convey a strong school brand, one that looks and feels established, and one that is much easier
to trust.

*Good Branding Sells Your School*

Apart from the obvious benefits of greater exposure and increased admissions, your branding helps to
develop the uniqueness of your school offering. This surrounds your USP (Unique Selling Point) — also
known as your value proposition.

Analyse what your school does best, consider what your target parent demographic wants in their
school, and combine the two in your branding; your styling, tonality and outbound communications
should all be consistent.

At the end of the day, a brand is important because it is your identifiable feature, the way that everyone
recognises your school. It helps cement relationships with parents who know of you, as they tend to
trust more established brands. It helps your recruitment drive as it differentiates your school from
others, and it helps to increase your school's exposure as parents and pupils are able to assign a
particular image and colour scheme to your institution.

Before you begin any of your school marketing, make sure your branding is in place and solidified as it
serves as the backbone for what you say, how you say it, and what it looks like.

*LOGO*

Business really is like dating—you’re trying to attract the right customers and make them fall head over
heels in love with your brand. So think of your logo as the picture on your dating profile.

*What is a logo?*

_A logo is a combination of text and visual imagery that serves two purposes. It tells people the name of
the company and it creates a visual symbol that represents your business._

A logo is a visual representation of your brand which can be denoted by a graphic image, symbol or
emblem. You need to give a face to your business brand so your customers and audience can associate
with.

*For example, the McDonalds golden arches are so familiar that they no longer need the text
“McDonalds” for you to recognise that that symbol represents McDonalds.*
You also need a logo design to be the ambassador of your brand wherever your business moves whether
it is online, offline, locally or globally. That is why you will see startups, small businesses, medium to
large enterprises use their brand identity on product packaging, uniform, vehicles, social media, website
and anywhere that their brand get in contact with their customers.

*Why You Should Use A Logo Or Design A Logo?*

You need a logo to be recognisable and to put an emblem on your brand. If you do not have a logo, how
can you expect to compete with other people in your industry who do have a logo? Think about this,
how recognisable are the Coca Cola and Apple logos? And what have they done for the respective
Companies? How easy is it to recognize their brands? You should follow the same steps and create a
logo that will be easily remembered and when people see it they know exactly who you are.

*A few more enticing reasons why you need a logo are:*

*1. It Grabs Attention:*

Attention spans are short these days – especially consumers’.

As things stand, companies have about 2 seconds to convince potential customers that their products
are worth any consideration.

A logo can quickly grab viewers’ attention and communicate a company’s core values in an interesting
way. That short attention span – you know, the one that causes consumers to judge your business by its
appearance – can work to your advantage, if you have a solid logo to speak for your company with a
complementary brand campaign.

*2. It Makes a Strong First Impression*

You have one chance to get this right.

A logo is a company’s first introduction to consumers. If designed well, it can pique the interest of the
public and invite them to learn more about the company; if not, you’ve just alienated a potential
customer base and basically tanked your business.

This first impression is your way to immediately communicate ownership over the product(s) you sell or
niche you dominate.

Your logo introduces your company as an authority in your professional space from the get-go.

*3. It's the Foundation of Your Brand Identity*

Successful branding is about telling a story that will influence customers’ emotions – _plain and simple._
And, while it’s true that logo design is only a part of a company’s brand, it serves as the foundation for
the entire narrative on which the brand is built.

*Colors, tones, fonts* – all of these are determined by the story you’re trying to tell, and your logo sets
the stage for this story.

These elements will later translate from your logo onto all of your branding materials – *letterheads,
business cards, landing pages,* you name it – _creating a concrete, marketable brand identity._

*4. It's Memorable*

Your logo leads the horse (your audience) to water (your company).

Logos are a point of identification; they’re the symbol that customers use to recognize your brand.
Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your
company does – and, more importantly, how it makes them feel.

Because a good logo is a visual, aesthetically pleasing element, it triggers positive recall about your
brand that the name of your company alone might not.

And, if we’re all being honest, some of your audience will likely forget the name of your business (don’t
take it personally – it’s human nature), but they’ll immediately associate your logo with their memories
of your brand.

How many of us can still remember that *D&G* means *Dolce and Garbana*

*5. It Separates You From Competition*

Dare to be different with your logo, because your company logo tells consumers why your business is
unique. Sure, maybe there are 50 other coffee shops in your city, but yours is the only one that’s
committed to sustainability, and your green, earthy logo drives that message home.

A well-designed company logo can communicate everything from the company’s background
(professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right
icon or proper font.

In other words, your logo is the forum to both convey your values and show consumers why you’re not
like your competitors – you’re better.

*6. It Fosters Brand Loyalty*

And, last but not least:

If you don’t have a logo (and one that stands out), then you are missing an opportunity to make your
business stick in the minds of your audience.

What makes a good logo?

A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended
message.

There are five principles that you should follow to ensure that this is so…

An effective logo is (in no particular order):

Simple

Memorable

Timeless

Versatile

Appropriate

1. Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good
logos feature something unique without being overdrawn.

2. Memorable

Following closely behind the principle of simplicity, is that of memorability. An effective logo design
should be memorable and this is achieved by having a simple, yet, appropriate logo.

3. Timeless

An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10,
20, 50 years?

4. Probably the best example of a timeless logo is the Coca-Cola logo… if you compare it to the Pepsi
logo below, you can see just how effective creating a timeless logo can be. Notice how the Coca Cola
logo has barely changed since 1885? That is timeless design.

4. Versatile
An effective logo should be able to work across a variety of mediums and applications. The logo should
be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled
to any size. The logo should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

Printed in one colour?

Printed on the something the size of a postage stamp?

Printed on something as large as a billboard?

Printed in reverse (ie. light logo on dark background)

One way around creating a versatile logo is to begin designing in black and white only. This allows one to
focus on the concept and shape, rather than the subjective nature of colour. One must also remember
printing costs – the more colors used, the more expensive it will be for the business over the long term.

5. Appropriate

How you position the logo should be appropriate for its intended purpose. For example, if you are
designing a logo for children’s toys store, it would be appropriate to use a childish font & colour scheme.
This would not be so appropriate for a law firm.

It is also important to state that that a logo doesn’t need to show what a business sells or offers as a
service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. The
Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for
identification.

Types of Logo

*Want to choose the best logo type for your business? Here are the 7 types of logos you need to know
about:*

1. Monogram logos (or lettermarks)

Monogram logos or lettermarks are logos that consist of letters, usually brand initials. IBM, CNN, HP,
HBO… Noticing a pattern, yes? They’re the initialisms of a few famous businesses with rather lengthy
names. With 2 or 3 words to remember, they’ve each turned to using their initials for brand-
identification purposes. So it makes perfect sense for them to use monograms—sometimes called
lettermark logos—to represent their organizations.
A lettermark is a typography-based logo that’s comprised of a few letters, usually a company’s initials.
The lettermark is all about simplicity. By utilizing just a few letters lettermark logos are effective at
streamlining any company brand if they have a long name. For example, how much easier is it to say—
and remember—NASA versus the National Aeronautics and Space Administration?

Because the focus is on initials, the font you choose (or create) is very important to make sure your logo
is not only on-theme with what your company does, but also legible when you print on business cards.
Also, if you’re not an established business already you may want to add your full business name below
the logo so people can begin to learn who you are right away.

2. Wordmarks (or logotypes)

Similar to a lettermark, a wordmark or logotype is a font-based logo that focuses on a business’ name
alone. Think Visa and Coca-Cola. Wordmark logos work really well when a company has a succinct and
distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so,
when combined with strong typography, the logo helps create strong brand recognition.

Also, like with a lettermark logo, typography will be an important decision. Since the focus will be on
your name, you’ll want to pick a font—or create a font—that captures the essence of what your
business does. For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal
or government agencies almost always stick to traditional, “heavier” text that feels secure.

Consider a lettermark logo if your business happens to have a long name. Condensing the business name
into initials will help simplify your design and likewise customers will have an easier time recalling your
business and your logo.

A wordmark is a good decision if you’re a new business and need to get your name out there, just make
sure that name is short enough to take advantage of the design. Anything too long can look too
cluttered.

A wordmark logo is a good idea if you have a distinct business name that will stick in customers’ minds.
Having your name in a great, designed font will make your brand all the stickier.

Both lettermark and wordmark logos are easy to replicate across marketing material and branding thus
making them highly adaptable options for a new, and developing, business.

Remember that you’ll want to be scrupulous when creating a lettermark or a wordmark. Your business
name in a font alone likely won’t be distinct enough to capture the nuance of your brand. So make sure
you hire a professional who’ll have an eye for detail.

3. Pictorial marks (or logo symbols)

A pictorial mark (sometimes called brand mark or logo symbol) is an icon—or graphic-based logo. It’s
probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird,
the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established,
that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can
be a tricky logo type for new companies, or those without strong brand recognition, to use.

The biggest thing to consider when deciding to go with a pictorial mark is what image to choose. This is
something that will stick with your company its entire existence. You need to think about the broader
implications of the image you choose: do you want to play on your name (like John Deere does with
their deer logo)? Or are you looking to create deeper meaning (think how the Snapchat ghost tells us
what the product does)? Or do you want to evoke an emotion (as the World Wildlife foundation does
with their stylized image of a panda—an adorable and endangered species)?

4. Abstract logo marks

An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image—like an apple
or a bird—it’s an abstract geometric form that represents your business. A few famous examples include
the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols,
abstract marks work really well because they condense your brand into a single image. However, instead
of being restricted to a picture of something recognizable, abstract logos allow you to create something
truly unique to represent your brand.

The benefit of an abstract mark is that you’re able to convey what your company does symbolically,
without relying on the cultural implications of a specific image. Through color and form, you can
attribute meaning and cultivate emotion around your brand. (As an example, think about how the Nike
swoosh implies movement and freedom).

5. Mascots

Mascot logos are logos that involve an illustrated character. Often colorful, sometimes cartoonish, and
most always fun, the mascot logo is a great way to create your very own brand spokesperson—er,
spokes-character(?).

A mascot is simply an illustrated character that represents your company. Think of them as the
ambassador for your business. Famous mascots include the Kool-Aid Man, KFC’s Colonel and Planter’s
Mr. Peanut. Mascots are great for companies that want to create a wholesome atmosphere by
appealing to families and children. Think of all those mascots at sporting events and the great dynamic
they create by getting involved with the audience!

When to use picture and symbol logos:

A pictorial mark alone can be tricky. It’s effective if you already have an established brand but that’s not
a hard and strict rule. You can use brandmarks to your advantage to convey what your business does
graphically if your name is too long, and they can also be used effectively to convey a desired idea or
emotion.

Pictorial and abstract marks also work quite well for global commerce if, for example, a business name
doesn’t lend itself well to translation.
A pictorial mark however may not be the best idea if you anticipate changes to your business model in
the future. You may start off selling pizzas and use a pizza in your logo but what happens when you start
to selling sandwiches or burgers, or even produce?

Abstract marks allow you to create a completely unique image for your business, but are best left to
design professionals who understand how color, shape and structure combine to create meaning.

Think about creating a mascot if you are trying to appeal to young children or families. One big benefit
of a mascot is it can encourage customer interaction so it’s a great tool for social media marketing as
well as real world marketing events. I mean, who doesn’t want to take a selfie with the Pillsbury
Doughboy?

Remember that a mascot is only one part of a successful logo and brand, and you may not be able to use
it across all your marketing material. For example, a highly detailed illustration may not print well on a
business card. So put some consideration in the next type of logo design below, the combination mark.

6. The combination mark

A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark,
abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other,
or integrated together to create an image. Some well known combination mark logos include Doritos,
Burger King and Lacoste.

Because a name is associated with the image, a combination mark is a versatile choice, with both the
text and icon or mascot working together to reinforce your brand. With a combination mark, people will
also begin to associate your name with your pictorial mark or mascot right away! In the future you may
be able to rely exclusively on a logo symbol, and not have to always include your name. Also, because
the combination of a symbol and text create a distinct image together, these logos are usually easier to
trademark than a pictorial mark alone.

7. The emblem

An emblem logo consists of font inside a symbol or an icon; think badges, seals and crests. These logos
tend to have a traditional appearance about them that can make a striking impact, thus they are often
the go-to choice for many schools, organizations or government agencies. The auto industry is also very
fond of emblem logos. While they have a classic style, some companies have effectively modernized the
traditional emblem look with a logo designs fit for the 21st century (think of Starbucks’ iconic mermaid
emblem, or Harley-Davidson’s famous crest).

But because of their lean towards higher detail, and the fact that the name and symbol are rigidly
entwined, they can be less versatile than the aforementioned types of logos. An intricate emblem design
won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small
before it becomes too difficult to read. Also, if you plan on embroidering this type of logo on hats or
shirts, then you’ll really have to create a design that is on the simple side or it just won’t be possible. So
as a rule keep your design uncomplicated and you’ll walk away with a strong, bold look that’ll make you
look like the consummate professional.

>> Check out some fantastic emblem logos

When to use a combination mark or emblem logos:

A combination mark is a great choice for pretty much any business out there. It’s versatile, usually highly
unique, and the most popular choice of logo among prominent companies. (We also see A LOT of
combination mark logos get created on 99designs.)

An emblem’s traditional look might be favored by lots of public agencies and schools but it can also
serve any up-and-coming private business quite well, especially those in the food and beverage industry:
think beer labels and coffee cups (Starbucks!). But remember to play it safe when it comes to detail. You
still want a design you’ll be able to print neatly across all of your marketing material.

There you have it. A breakdown of all the types of logos out there.