This week we took a look at logomarks. At this point in the process of branding we are arriving at the stage in which we design the identity.
Monogram logomarks utilise the characters found in the brand name to create an identifiable symbol. Glassdoor recently underwent a rebrand that caught my attention, mainly because I was seeking interview advice using glassdoor. Within their new rebrand they adopted a new pictorial logo that I found to be very effective and appealing. Previously they employed a door shaped emblem to represent their name, “Glassdoor” this time they opted to use speech marks that spell out gd, for Glassdoor. This is a great rebrand and a fantastic example of a pictorial logo, as Glassdoor is built upon users experiences with different companies and job roles, hence the relevance of the speechmarks.
Pictorial logos are also called symbol logos as they are simply symbols that represent the brand or its functions through a visual image or icon. A good example of a pictorial logomark can be found in WWF’s panda logo. Known as one of the most recognisable logo’s on earth WWF’s panda logo was born from the need for a internationally recognisable logo that represented the brands mission of wildlife preservation and human harm reduction on nature. The panda is distinct in shape and colour making it a perfect, powerful pictorial logo for the WWF.
An abstract logo uses non-representational shapes, lines, and colors to convey a brand's identity, rather than literal imagery. They are often favored for their ability to be interpreted in multiple ways, allowing for a strong and unique brand impression. A good example of an abstract logo at workl can be found in Mozilla’s recent re-brand. Bringing back their iconic dino, Mozilla are embracing their roots in hopes of expanding beyond firefox. They have adopted this retro, early internet style that goes hand in hand with the dino, perhaps they are playing off nostalgia or just having fun with it, either way it is a beautiful rebrand and a great example of an abstract logo at work.
A dynamic logo is a versatile logo design that can adapt and shift its appearance based on the context in which it's used. A good example of a dynamic logomark can be found at Canada’s OCAD University. OCAD designed a logo with two windows, these windows showcase different work of students from the university. This makes the logomark a deeply personal touchpoint as you may encounter your own work on any co-respondence from your university. It is this personal touch that makes it such a riveting dynamic logomark.
