Tuesday, February 14, 2012

What's the Word in Text Logos?


Word up.

What’s the word?

Sometimes, a logo is just that, a word. 

Or maybe two or three. 
A logo doesn’t always have to use a picture or graphic.  Kohl’s comes to mind as does the company Candies (hey, I like their shoes!).   Every once in a while, I have a client who is set on a particular object or item that has special significance for them and while I do the best I can to work it in, sometimes it just won’t work.  I have a design questionnaire that I send out for logo creation especially, to give me ideas and make sure I’m on the same page as the client, but every once in a while, I get immediate flashes of ideas just speaking with the client.  And they don’t always include a picture.  I get ideas about how to do a text logo where the font is altered in some way (like the “C” in “Candies” for example) to encourage a particular emotional response, to suggest movement, to direct the eye----for all different reasons!  
Don’t count out text-only or predominantly text logos.  As a matter of fact, when I’m creating the initial logo samples while brainstorming, if the object suggested isn’t working I switch over to text-only ideas.  I then typically try to find a way to tweak a letter or letters to suggest the shape or idea of the object that the client wanted to use. 

Of course, the type of industry helps to determine what style logo and some companies/clients are pretty adamant about the type of logo they’d like and you have to work with that.  By the same token, I like working outside the box and an industry that you might normally find  text-only logos dominate (shipping pops into my head), that’s when I’d try some object-based logos, just to be different.  After all, some of your goals when designing a logo include creating a logo that stands out, that a potential customer will remember, that will help the client remember something about that company, including what industry they are in---you can do all that without a picture, right? ;) 

What are your favorite text logos?

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