When hiring a creative to do identity work, many small business owners immediately focus on the task of creating a logo, also commonly known as a brandmark in the graphic design industry. More times than not, when I ask the client what type of mark they are considering, they answer “I don’t know. That’s why we’re hiring you”. In an effort to educate people about brandmarks, we’ve chosen to summarize the basics.
Designed with a variety of shapes and personalities, brandmarks can be assigned to several categories. Most brandmarks have at least one quality of either the wordmark, letterform, emblem, pictorial mark, or symbolic mark categories. From word-driven to image-driven, or from literal to symbolic, the world of the brandmark is continuously growing.
What are the elements of a brandmark? They can be found in its signature.
Signature
A signature is the structured relationship between a logotype, brandmark and tagline. Some programs accommodate split signatures that allow the mark and the logotype to be separated. Other variations may include a vertical or horizontal signature that allows choices based on application need. The signature typically includes a brandmark, logotype and tagline.
Let’s review the various brandmark categories and their topology.
Wordmarks
A freestanding acronym, company name or product name that has been designed to convey a brand attribute or positioning.
Letterforms
A unique design using one or more letterforms that act as a mnemonic device for a company name.
Emblems
A mark in which the company name is inextricably connected to a pictorial element.
Pictorial marks
An immediately recognizable literal image that has been simplified and stylized.
Symbolic marks
A symbol that conveys a big idea, and often embodies strategic ambiguity.
Brandmarks can also be referred to as a trademark, symbol, mark, logo or identity. Regardless of the synonym used, brandmarks are a powerful tool that can quickly identify a business. Within seconds, they can give the viewer either a positive or negative impression of your company.
