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Symbol? Or Wordmark?
Identity Works - http://www.identityworks.com/Issues/issues3.html
Of the 15 marks in my "1996" article, nine are essentially wordmarks, while six feature graphic symbols (Lucent, NCR, Imation, Pharmacia & Upjohn, McGraw-Hill, and LG; I count Nortel as a wordmark, but its O can also function as a freestanding symbol).
Which logo strategy is best?
Your name is too generic, too long, doesnt translate well globally, or is hopelessly deficient in personality.
You need an emblem on the product, as on a car hoodor a sneaker.
You need to link subsidiaries to the parent and cant easily use the name. (The Bell symbol served this function for the old AT&T and its operating companies.)
You have (or can afford) ample media, to teach us
what the symbol means.
Your name is reasonably distinctive but not (yet) a household word.
You want to associate products or subsidiaries with the parent more clearly and directly than a symbol permits.
Communication funds are limited and should be focused on name recognition.
A case in point: In 1995, Novell wanted to be a more powerful umbrella brand over its various software names. Consultants Frankfurt Balkind designed a striking new N symbol, appropriately expressive of a focal enterprise networking concept, accompanied by an elegant low-key wordmark.
In 1996, the dots were banished from marketing communications, to better focus on the branding essentialthe Novell name. Rationale: We dont have time for trinkets that serve no functional need.
Bottom line: Wordmark or symbol, make sure your identity
consultant provides a strategic application-based rationalenot just
a pretty face. T.S.
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