There are many logo design styles that work for different small business types. In my first two logo design books, I break up these logo types into what I term “models.” The theory is that nearly every logo can be categorized by a model, or “formula.” Sometimes understanding these models and their advantages/disadvantages helps you narrow down options and partner with your design team to build an effective small business brand.
The vast majority of small business brands are usually comprised of two primary elements: the typographic elements and the graphical or iconic element. Together, they form the basic structure for most logo designs.
Iconic/Symbolic: Traditional Icon Left
One of the most common logo design models utilizes a standard icon on the left with typography to the right. The approach is typical of larger companies, accountants, consultants, etc., because it is more traditional. Over the last several years, a trend has developed to place the icon to the right (i.e. Walmart). Still, the basic formula is the same. Generally, the icon is approximately the same height or larger than the name of the company and secondary copy. From a small business perspective, unless you fall into one of the above-mentioned categories, I am not be a huge fan of this format, only because it is very traditional. That being said, we have successfully deployed this model for many logos in various sectors.
Iconic/Symbolic: Traditional Icon Left
One of the most common logo design models utilizes a standard icon on the left with typography to the right. The approach is typical of larger companies, accountants, consultants, etc., because it is more traditional. Over the last several years, a trend has developed to place the icon to the right (i.e. Walmart). Still, the basic formula is the same. Generally, the icon is approximately the same height or larger than the name of the company and secondary copy. From a small business perspective, unless you fall into one of the above-mentioned categories, I am not be a huge fan of this format, only because it is very traditional. That being said, we have successfully deployed this model for many logos in various sectors.
Iconic/Symbolic: Symmetrical Model
Iconic/Symbolic: Symmetrical Model
For these logos, the primary characteristic lies in the symmetry and balance. Because they tend to require more vertical space than other logo design models, they do not always work well for all applications (top of a website, or various signage applications). Sometimes you can move the icon placement to the left and create an alternate horizontal version of the logo while still maintaining the brand identity.
Logotype/Wordmark
Logotype/Wordmark
For this logo model, a typographical treatment is deployed in such a manner that it becomes unique enough to stand on its own. Usually, the typography relies little on other components to complete the logo. Often, this is used with hand-drawn scripts that are not based off of existing typefaces, making its application unique to one business. Sometimes a simple icon or graphic is deployed in conjunction with custom typography. You can also use a heavily modified version of an existing type to create a unique logotype.
Panel Based Logos
Panel-Based Logo Model
These logos are contained in a single panel or shape, and each element is connected. The unique panel shape helps to make these especially memorable. They also tend to be less flexible than other logo formats, since the components are consistently housed in one panel. When choosing a shape to house the graphics, try to avoid obvious shapes, such as diamonds or circles, to contain the typographical elements. Instead, use primary copy to “break out” of the standard shapes, or wrap your panel around the copy and build a shape from there.
Hybrids/Combination Marks
Hybrids/Combination Marks
Of course, not every logo can fit into one of these pre-determined models. Some combine various characteristics of several aforementioned models. They may use panel integrated, but not fully. Or perhaps they are not centered or totally symmetrical. I like these types of logos for small businesses because they’re a bit atypical.
Logo Design Models: Understanding the Architecture of Brands
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