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Austin Watters October 29, 2020


We've had a lot on our minds here at Red Razor Marketing this past month. Going into the final months of the year, we've been wrapping up projects, reaching out to clients, and getting the ball rolling on some exciting things for next year. What's one thing we can't stop talking about? Logos! We love a good logo, and there are so many things to consider when creating your own. There are several different types of logos to choose from, as well as the sequence of cognition. Don't worry if you've never heard of that before! We have all the information you'll need to start brainstorming your very own logo.

First, pick your type of logo

Creating your logo can be intimidating, and that's ok! Even Apple has gone through more than one logo change over the years. We're going to walk you through the different types of logos out there to give you an idea about where you need to start. On the docket today; wordmarks, letterforms, pictorial marks, emblems, and symbolic marks, just to name a few!

Expansion on types of logo

A wordmark logo is usually a company name in a stylized type design. When it comes to name recognition, a wordmark logo is the way to go! Letterform logos are minimal in design, consisting of a single letter that is important to your business. These logos should be bold, striking, and memorable in execution. Pictorial marks are made of symbols or icons. There shouldn't be much guesswork about what the logo is. The apple logo is, well, an apple. Emblem logos are a timeless classic. Think starbucks. They give your company weight and gravatas. Finally, symbolic marks. Abstract, geometric, and dynamic symbolic marks can be a little tricky. Done right they are bold, striking, and universally recognizable! Speaking of universally recognizable, let's move on to the sequence of cognition!

Consider the sequence of cognition

The sequence of cognition is a big idea to keep in mind, and the concept is vital to effective logo design. For logo design, we break the recognition down to shape, color, and content. First, let's explain what the sequence of cognition is. Effectively, it is the process in which we register what we are looking at. You recognize a stop sign because it's in the shape of an octagon, the octagon is red. Lastly, the octagon, that is red, says stop. See? Shape, color, and content, make it your personal mantra! Let's look at the starbuck logo to really drive these points home.


So, let's look at the outline for Starbucks. Most of us will recognize these lines. You will notice the circle first, the circle features prominently on many Starbucks products. Should it be present you'll most likely notice the outline of the mermaid. (Fun fact: The Starbucks mermaid has two tails!) starbucks logo - phase 1


Now let's add in that trademark green. The human mind has a deep connection to color. Associating feelings with color is second nature, and brands use that when designing logos. Did you know that most companies have trademarks on specific shades of color? starbucks logo - phase 1


And finally, words. Words are tricky since you have to understand the shape of the letters to understand what the word says. Thankfully, you have that trademark green and friendly mermaid to get the idea across! starbucks logo - phase 1

Did you get all that? Alright, now let's test your knowledge…kidding! Logos are a powerful tool for your brand and they can become icons of major change. Just think about how far we've come since apple launched the iPod. When it comes to making sure your logo is etched into history remember that the type of logo you choose will set the tone for all your branding to come. Shape, color, and content are major players in the design of your logo as well. If you're looking for talented designers and content writers for developing your brand then look to Red Razor Marketing!

Contact us today or give us a call at (864) 207-4193 and we’ll make sure your logo lives on in the hearts and minds of everyone. For more information about the sequence of cognition check out Designing Brand Identity by Alina Wheeler.