What is a logo? Most people will tell you in simple terms that it is a mark of identity consisting of a symbol set alongside a company name. But logos can be much more than that, or much less depending on how you look at it.

The word logo is an abbreviation of logotype and is derived from the Ancient Greek word logos, meaning simply “word.” A logotype – a logo whose design is based on typographic elements (e.g. words or letters, numbers, punctuation, etc.) – can often be a much more effective identity solution than a traditional symbol-based logo, particularly when the aim is to build name recognition. Some of the most successful logos of all time have been purely typographic: Kellogg’s, FedEx, Google, Microsoft, 3M, and the most famous of all – Coca-Cola.

Of course, the key to the success of any logo is in its simplicity, and its ability to be instantly recognizable and associated solely with a specific brand or company. With symbol-based logos, this can be achieved easily through literal interpretation. For example, Apple and Shell use… well, an Apple and a Shell, respectively. Many shapes and images have associated meanings that make them popular choices for logo design – hearts, waves, birds, globes, and also geometric shapes such as stars and circles are all very popular.

However, over the years these shapes have been used so often that it is inevitable that a logo comes along that is similar or identical to one already in existence. Back in 2005 software company Quark got into some hot water with a new logo that bore an uncanny resemblance to the Scottish Arts Council’s mark. Quark’s stylized uppercase “Q” was arguably identical to the SACs lowercase “a” symbol, as well as being very similar to a number of other logos. In the end the logo was abandoned, replaced by a more considered, stylized ‘Q’.

This is where the strength of a logotype comes into perspective. There are literally hundreds of thousands of typefaces at designers’ disposal. Words and letters can be rotated, flipped, cropped, blurred, rounded, overlapped and even illustrated, providing designers with an almost limitless resource to tap into. Individual characters can often be manipulated to be representative, such as a UK homeless shelter, whose logo’s “h” forms the shape of a house with a chimney.

Obviously a logotype isn’t the ideal solution for everyone. Logotypes generally need a much stronger concept as there are no literal visual devices to help communicate the “big idea.” If the company name doesn’t effectively relate to the services offered, it makes finding the big idea very difficult. For example, if your company name is Multifaceted Synergistic Extrapolated Solutions LLC, then you’re not likely to find an effective typographic solution. Mind you, with a name like that it’s unlikely any logo will work. Luckily, at Kristian Andersen + Associates we’ve been fortunate enough to be involved in both naming and identity design for several clients for whom a logotype was the most effective solution.

ExactTarget
The world’s largest email marketing service provider.

The ExactTarget logo typeface is not only crisp and legible, but also indicative of the professionalism, confidence and strength of the company. The “x” has been manipulated, disconnecting the right arm and leg to reveal a right angle bracket or the “greater-than” symbol. This not only adds visual depth, but is a metaphor for forward movement and growth, as a company and also technologically. As an added bonus: tilt your head 90° counterclockwise to see a graphic representation of an email icon.

FormSpring
Specialists in online form building, integration and data collection.

The FormSpring logotype’s soft curves and subtle idiosyncrasies reflect the sophisticated, yet accessible nature of FormSpring’s core offerings. The letters “rm” form a spring that is both a direct reference to the company name, and a visual metaphor for Formspring’s flexible and empowering products and services.

Bigger Africa
A social, business and educational network for the continent of Africa.

The majority of the work in the Bigger Africa logotype is performed with overlapping color, not only representing the communication and collaboration fostered by its users, but also communicating the diversity of Bigger Africa’s active community. The angled “Bigger” is representative of the continued growth and development of the community and Africa as a whole.