![]() Porsche, on the left, combines two wordmarks, a stag logomark, two quadrants of stripes and two quadrants of antlers somehow without feeling ridiculous. They have a “days of yore” feel to them, which allows them to have a level of credibility and nostalgia that the brand itself may not have earned. Other famous abstracts: Nike, Pepsi, Starbucks.Įmblem brand marks are those classically styled containers that have the ability to retain a lot of complexity, variety, and details and yet get away with it. For example, we really want Speed mechanics to catch on among athletes and be a brand that they’d be proud to represent on their gear. ![]() The best time to utilize a logotype is when you want your brand mark to play a part in a larger strategy, or really evoke a strong feeling, clear communication be damned. It also doubles as a “monogram” logomark, since it’s a stylized S. Our brand mark is an abstract logomark intended to convey the concepts of speed and running. They offer elite athletes specialized training to help them improve their top running speed. On the right is one of our clients, Speed Mechanics. Already you’re starting to see how brand marks can bridge multiple types. On the left, we’re using British Petrol, which is a “Combo” brand mark utilizing a “Monogram” wordmark and “Abstract” logomark. They are more evocative of a feeling than descriptive about what they do. These are brands that use logomarks that may not initially make sense.
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