Today, a logo / brand block, arranged around a central axis and consisting of three elements: brand name, brand font and descriptor / slogan, is the most common option. However, there are also many other logo / brand block designs that successfully communicate the specificity and philosophy of the company to the target audience, as well as distinguish the company from the competition.
The logo / brand block is arranged around a central axis and consists of three elements: the brand name, the brand font, and the descriptor / slogan. This is the most common type of block layout. Such a composition creates a feeling of stability and reliability, solidity and solidity. Most often, this variant of the composition of the corporate block sets the basis for the construction of most advertising and image media around the central axis. This circumstance helps to create layouts quite easily, but at the same time imposes significant restrictions on the location of information and on the image that is broadcast to the audience.
Examples of logos with the brand name in the center (from left to right): Secret Garden (by Konstantin Reshetnikov), Elite Agents (by Jani Tavanxhi), Lunifera Beauty (by Olga Donkina)
This arrangement, in which the brand name is located to the left of the company / brand name, consists of several words. This allows the unit to be made more compact. This composition is in second place in terms of prevalence. Often, a corporate block for one brand is made in two layout options: placing all elements in the center (option 1) and placing the sign to the left of the logo and aligning the descriptor / slogan to the left (option 2).
Examples of logos with the position of the brand name to the left of the name (from left to right): European Humanities University (by Mais Designer), Cury&Rodrigues (by Marden Jump), Magic Move (by Konstantin Reshetnikov)
The location of the brand name to the right of the logo allows you to visually maintain dynamics and focus on the image. Such a composition is used much less often, but it contains many opportunities for broadcasting the main message of the brand. For example, for companies whose activities are related to technological production or research, it is precisely this positioning of the brand name against the background of competitors that allows to attract more attention of the potential audience.
Examples of logos with the location of the brand name to the right of the name (from left to right): Intelaxy (author unknown), Bytt (by Miroslav), Ager (by Unicase)
As a rule, such an arrangement of the brand name looks harmonious in a two-word company / brand name. In these cases, it is logical to place a mark between words if there is a need for frequent use of the logo / corporate block on narrow formats. In addition, such a composition in the layout is used quite rarely, which allows the brand to look fresh and modern.
Examples of logos with the location of the brand name between the company name (from left to right): Form&Geom (by Unicase), Pixsent (by Olga Donkina), Websslow (by Jimper-Max A.)
The name of the company is placed above the graphic / brand name. This allows for a shape that is close to a square, which is beneficial for logo placement.
Examples of logos with the company name above the brand name (from left to right): Ad Astra Communication (by Unicase), Content (by Unicase), Night Cellar Wine (by Unicase)
In this version, the logo consists only of the graphic spelling of the company name. Such solutions have companies / brands belonging to the premium segment, where refinement and dignity are important.
Examples of logos that use only font (from left to right): Xoxo (by Eddie Lobanovskiy), Record (by Steven Crosby), Virtus (by Domantė Nalivaikaitė)
Compared to other options, the calligraphic logo allows you to visually convey the image of the company using the font and its elements. Compositions of braided letters always look impressive, attract attention and are well remembered.
Examples of calligraphic logos (from left to right): Family Bar (by Victor Sevryukov), Всё просто (by Vova Egoshin), Most Wanted Brewery (by Tron Burgundy)
With this arrangement, the brand name, together with the name of the company, is braided into a single structure according to the principle of building emblems. This helps to create a holistic brand image, in which not so much the name is perceived, but the whole complex of graphics. Such constructions have a central axis of symmetry and convey a sense of stability, immutability and loyalty to tradition.
Examples of company logos in the form of a coat of arms (from left to right): A world to discover Lisboa (by Paperlux Studio), DAD (by Alexandr Sheshnev), Huffman (by Bob Case)
In this design variant, the shape of the graphic symbol is a shell for the corporate font / company name. The integrity of the perception of such a corporate block, in conjunction with the illustrativeness of the pictorial sign that is often used in this case, allows you to convey a warm image of manual labor, the uniqueness of a hand-made product or a cafe.
Examples of logos with the company name inside a graphic (from left to right): Храбрый краб (by Beret Graphics), Good Day Cafe (by Ken Sakurai), Slamwich (by Samantha Curcio)
The name of the company / brand in this design is located in a circle and goes around the graphic element / brand name. It is convenient to enter a long name or slogan into such a composition. This brand block tends to become an entire logo. Some solidity is inherent in it, it conveys a sense of antiquity and respect for traditions.
Examples of logos with the company name around a graphic (from left to right): Noble Farmer (by Milos Milovanovic), Szent György Napok (by Szende Brassai), Get Busy Makin (by Jamieferrato19)
With this version, the logo, graphic sign, slogan, as well as additional decorative elements, are arranged together according to the laws invented in the Victorian era, when grace, ornateness and saturation with various elements competed in sophistication with pictorial techniques. Meanwhile, despite this redundancy, an expressive brand image is created that clearly conveys its values to the audience.
Examples of Victorian-style logos (from left to right): The Hensley&Sons (by Tobias Saul), Be Strong (by Tobias Saul), Standard Bar (by Dalibor Momcilovic)
Publication date: 05 June 2017