The symbolic mark
A symbolic mark or iconic mark attempts to incorporate an abstract idea of what the organisation stands for into its name. This might be a suggestion of its position in the market or its mission. For example a bank called 'British - Banking' might incorporate a tree into its logo to suggest 'protection' the tree would probably be an Oak as this typifies Britain and suggests 'solid growth, maturity and stability'.
Go for a symbolic mark when you;
- need to position yourself in the market
- want a logo which engages the customer and is instantly recalled
The typographic mark
A typographic mark simply takes letterforms whether a word/s or initials and graphically enhances them to provide a new entity which defines the organisation. For example a children's nursery called 'Kidzone' might have a logo developed from a standard font which has been corrupted and made unique in the manner of a child's own handwriting. The spectrum brings the image to life and adds a friendly childlike note. A typographic solution may be ideal for organisations whose name 'does what it says' like PC World®.
Go for a typographic mark when you;
- have limited funds for marketing and name recognition is important
- have a distinctive name which is not yet known
