The descriptive mark
A descriptive mark takes the name or initials of an organisation and links it to the client's product or service. For example a printing company called 'British Printing' might use the example on the right. This is also called an image or spot logo and the advantage of these is that they can be used in a variety of positions and sizes around the company name or separately from it. As these marks communicate more easily than other logotypes, less marketing may be required for its effect to be felt. This makes them more cost effective for start-up companies and small businesses.
Go for a descriptive mark when you;
- are starting out
- need to badge a product but a symbol is not enough
The brand mark
A brand mark is a simple but strong graphic symbol which may be abstract like Audi's® four circles that complements an aspect of the business, ie: four wheels. This is then used to represent the company by association and is often used as a mark specifically for the product only. A typographic mark would then be used on all literature say. The graphic part of the 'British Printing' logotype might get used independently as shown.
Go for a brand mark when you;
- need to badge a product
- have a name that is too long, generic or does not translate globally
- want to associate subsidiaries to a parent company
