Marks and Symbols

Summary

Yesterday, I read an article about marks and symbols. A symbol and logos are types of marks. But, there are other types of makes, too, including pictographs (ex. the handicap sign) and letter marks (ex. the HBO sign). Symbols include the Merl-Lynch bull sign and the Shell (gas station) sign. Logos include the Exxon logo and the Omni logo.

The Difference

Symbols are marks without type and are used to identify a corporation. The advantages is that it is unique, simple, and has a quick impact. The disadvantages is that it is costly to promote and can have some confusion with other symbols.

Logos remarks with words or words in type and is used to identify a company or brand. The advantage is that is it easier to promote. The disadvantage is that it is costly to promote.

When both of these are used together, it is called a combination mark (ex. the Nike mark and the North Face mark). These have more of a label effect but it can be redundant.

Key Facts

1. When you are working with symbols, it is good to have all the point going either outward or inward but not both. When both is used, it looks messy and is not aesthetically pleasing.

2. A symbol should be quickly recognized and read easily. You want customers to remember your mark.

3. Heavy weight in the marks resembles strong and confidence and can offer more contrast to the surrounding area. Light-weight marks tend to be weak and have little effectiveness.

Favorite Fact

It is more effective if a symbol is monochromatic or one color plus black or white. Having a busy symbol or mark is not good because it could be hard to read or recognize.