While it’s generally understood these days that your logo design is not your brand… your logo is an important component of your brand identity — the cornerstone of all future branding. Your logo identifies your business, or product, in it’s simplest form via the use of a mark or icon. Therefore your logo needs to inspire trust, reliability and familiarity.
There are number of logo options to choose from. Which direction is best suited for your business’ needs depends on your particular situation.
First and foremost your logo should match your brand personality (or what your brand strives to be). Each logo type is more than capable of achieving this synergy with the proper creative but some will naturally fit better than others.
Factors such as start-up status, budgetary constraints or modest brand equity and exposure will come into play, especially for small businesses. In these cases a combination mark with a simple icon may work best as they offer a level of versatility for short and long-term considerations. Wordmarks also offer a simpler approach that can pack an equal amount of punch for those working with smaller budgets.