Selecting the right type of logo can be vital to your business strategy and brand positioning.

Previously, we learned to differentiate logos by their elements. The pending question was:

When should you make a logo with only letters, only drawing or using both options?

To answer it, we are going to analyze what type of business we have.

Business type 1

• Is well established

• Does not have international recognition

• Has a very long name

You should use a logo whose main element is text. Not just any text, but a compact one. You can create acronyms with the initial letters of each word and it would be much better if it could pronounce itself, like LASER, UFO, etc.). In academia, this type of logo is known as a letter mark. They are great because they have a huge impact in a very short time.

Business type 2

• Is well established

• Does not have international recognition

• It has a more traditional character

I might recommend using, what the books call, an emblem. An emblem is a very vintage and traditional logo. Generally, it is used by large corporations and denotes greatness, but they are very decorative and are difficult to place in very small spaces because they lose their reading.

Business type 3

• Has an international presence

• They have a large number of employees

Some authors call these logos brand mark. The idea behind these logos is to provide an image that can be recognized without the need to know how to pronounce it in a foreign language. This type of logo is not recommended for small companies or those that do not have plans to grow globally.

Business type 4

• Not well established

• Does not have international recognition

• Has a one-word name

A logo made with a word, known as a wordmark, is ideal for small businesses. With them, the prospect is very well reached because, without knowing you, they can easily read the name of your business. This makes them stick in the consumer's mind quickly.

Business type 5

• It intends to expand exponentially

• It intends to invest a large amount in its positioning

There are companies really powerful. They want to get to the top and they have the resources to do so. Investing in advertising is their priority. If this is your case, you can choose to use a responsive or combo logo. These companies start using a very decorative logo and end up breaking down its elements to keep only the image or isologo.

Other times, the logo has had to undergo major changes in order to adapt it to the current needs of advertising (for example, on social networks). It doesn't matter what kind of logo it is. These logos are usually very old logos that existed long before the Web 2.0.

Your attention, please

The logo is the profile picture for your social networks, the face that is shown on your official documents. Not taking the time to create a beautiful, simple, and functional logo, is one of the most expensive mistakes you can make as a business owner or entrepreneur.

If you feel overwhelmed right now because you can't name the logos correctly, don't worry... you don't need to be an expert talking, you need to be an expert thinking!

Do you really want something important to remember? I have a new question...

Should my logo have a meaning?

We will see this in the fourth part of the series: “I want to make my own logo”.

Thank you very much for wanting to discover something new every day.

Take care, please! See you soon.

(continue to part IV)

►Part I, II, III, IV, V, VI...

PS: Logos are properties of their respective brands/owners. They are used under fair use doctrine.