Logomarks are images or symbols used to represent a company. Generally, logomarks don’t feature the name of the company but are a representation of what the company stands for.
Pictorial Logomarks are stylised images of something used to represent a company. This is one of the most common forms of logomarks, and I found a good example of a pictorial rebrand from a flooring company named Broadlume. The original logomark appeared to be a textile company, which was backed up by the highlighted “lume” which sounds like a loom. The rebrand replaces the weave with a floral shape, commonly found on flooring. This is effective as it still keeps the identifiability, but makes for a much more accurate representation of the brand.
Abstract logomarks are designed to be recognisable and to assist the brand name rather than being a literal representation of the company. I found a good example of this style in the Néprajzi Múzeum Museum of Ethnography’s brand. The logomark utilises patterns found in the artefacts in the museum to create an abstract logomark. What I think is so effective about this logomark is its application and repetition outside of the main logo. The usage of the logomark and pattern throughout the museum's brand creates a visual harmony which is really effective at creating a consistent and recognisable brand. I also really like how the logomark reflects the typographical elements of the brand, as it fits in with the swiss style typography used by the brand creating a really professional and stylish feel to the brand.
Monogram logomarks utilise the characters found in the brand name to create an identifiable symbol. I found a really effective and created an example of this in the brand identity for Big C’s Charters, a fishing and charter fishing company based in California. I personally love how much of a departure from the original brand this rebrand is. To go from an illustrative and detailed logomark, to simply a “big C” in a bold condensed typeface is such a brilliant idea and makes for a much for a recognisable and unique brand. I think the repetition that is utilised by this brand is really effective, with the big C featuring on the packaging label with the name of the fish hanging off it as if it is caught on the hook of the C creating a really fun and memorable feel to the brand. I think the purely typographic approach is really effective and utilises the idea of a monogram in creative and unique ways, leading to a highly memorable brand identity.
Dynamic logo marks utilise a changing icon to represent different parts of an overall brand. The MIT Media Labs rebrand uses this approach really effectively by having each department its own monogram, with all of the logomarks being built on the same grid. The usage of simple geometry to form each monogram creates a visual harmony between all the icons, which helps create a recognisable brand. The dynamic elements work really well together, with the application of all icons being together being a reoccurring motif throughout the brand which effectively builds the consistency of the brand. Overall, this brand works well at creating a consistent yet dynamic brand from simple geometry and type.
