Which way to logo?

Iconic. Typographic. Symbolic. Illustrative. Flexible. With so many approaches, how do you pick the logo direction that’s right for your brand?

Just about every marketer understands that a brand is more than just a logo. But, there’s no doubt that a logo can act as the most consistent and memorable component of a brand’s identity system. These days, there’s no shortage of graphic devices and approaches to create something that looks fresh in the marketplace. Think about Google, for example, they launch a new logo just about every day!

Of course, not every business has the brand flexibility to take that approach. Coca-Cola, for instance, has handled its iconic script logo in basically the same exact fashion for 135 years. Choosing the right direction can depend on many different factors: equity, elasticity, and personality, to name a few. Download Topographic Issue #2, and let’s run down a list of some options so that you can decide which is best for your brand.

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