00:00Understanding Logos. A Comprehensive Guide. As we previously explored, trying to understand
00:06what someone means when they use the term logo can be tricky. For some, it's a word mark. For
00:12others, it's an icon. Some people even consider it to be the brand itself. Remember, it's only a
00:18brand if it's on living creatures. When we use the word logo, we're referring to the complete package,
00:24the monogram, word mark, or icon combined with a name in a consistent manner. If there's only a
00:31word mark, that's the logo. If there's an icon and a word mark, it's the combination of the two.
00:38The logo is the final form that the audience should see. It's the formal attire of the identity system.
00:44Combining an icon and word mark, as we've explored, reinforces the connection and recognition.
00:50The Target logo is a combination of the red icon and red letter forms. It is combined as the formal
00:57logo, because it is one of the most recognizable icons in the world. The system allows for the
01:03icon to be decoupled from the word in some applications. Other brands, such as NBC,
01:09utilize the same design elements for both their letter forms and icons. The peacock symbol,
01:14crafted by Steph Geisbohler, is composed of straight lines and segments of circles.
01:19The letters are not derived from a typeface. Geisbohler designed the forms based on the icon,
01:26incorporating circles and angles that reference the peacock symbol. The Canadian government logo
01:31is a beautifully crafted design that combines a dominant word mark of custom letter forms with
01:36an icon of the Canadian flag. While it appears effortless, the letter form modifications are
01:42proprietary. No one can type these using Times Roman. The Canadian flag symbol is perfectly locked in
01:48place, based on the proportions of the letters. Combining a word mark and icon by placing a symbol
01:54on top or next to the name is not the only solution. Merging the two in a unique way creates an easy-to-use
02:01logo that cannot be separated into two parts. The point of understanding branding terminology is not to
02:07create a complex new language. There are many misunderstood terms, so it is important to ensure that you and your
02:14client are on the same page. Do not assume you know what they mean when they say logo. Take a few moments
02:20to explain your understanding of each term. Remember, they are not designers. They are civilians who only
02:26know about these things from television shows featuring ad agencies, like Mad Men or Bewitched.
02:31Main ideas. Logo definition. A logo can be a word mark, icon, or a combination of both, representing the
02:40brand. Combination logos. Combining icons and word marks enhances recognition, as seen with a target
02:47logo. Custom designs. Brands like NBC and the Canadian government use custom letter forms and icons for
02:55unique logos. Client communication. Ensure a clear understanding of branding terms with clients,
03:01to avoid miscommunication.
