In this lecture, I learned about the different forms a logo can take. We looked at logomarks (pictorial and abstract) as well as monograms; also known as letterforms. We also looked over some of the ‘marks of excellence’ that can determine a successful logomark:
Simplicity
Attention/ holding power
Tone
Competition
Application
Fashionability/ timelessness
In this exercise, we were tasked to create our initials and an animal using shapes only. After a group reflection, we found that the most effective illustrations were the simple ones. It was useful to see how my classmates approached this task.
A logomark is the element of design that makes a business recognisable to the public. Humans are visual creatures and we respond to imagery better, and quicker, than language/ text; and we tend to remember imagery better than text also. This is called the ‘pictorial superiority effect’.
Imagery that holds meaning/ information came before written language, and developed alongside language over time. Seal stamps were used to denote ownership, and represented the identity of the owner- not unlike how logomarks represent a brand’s identity today.
*Image source: Meggs’ History of Graphic Design*
Visual marques were popular during times when literacy was not widespread. A good example of this is medieval pub names. As the majority of the population was illiterate, these establishments relied on signage and imagery to communicate their name to patrons [(source)](https://www.joseph-holt.com/news/history-of-pub-names#:~:text=During a time where most,and The Barley Mow originated.). A modern day example of this tradition translating into modern logo design would be The Deer’s Head, a local Belfast pub which is “…the first historic pub in Belfast to be brought back to its original name.” (source).
I think that this point still stands today, in the sense that a recognisable logomark is crucial for a memorable brand. In the age of information, and with approximately 75% of the internet consisting of text, imagery which communicates a message is much more effective than a catchy brand name.
I found this example of a logomark re-design on Brand New. This is from the brand Patreon. This logomark falls somewhere between an abstract pictorial mark and a monogram. This abstract, organic shape makes it much more visually interesting and unique than the previous geometric design.
The wordmark has also been changed to reflect this modern rebrand. The new typeface is more unique than the last. It is still a sans-serif but it is more rounded and organic in shape to pair with the new logomark, bringing consistency to the branding.