Typophile

Logotypes: How do you know when a simple Word is all it takes?

James Deux

One of the most beautiful logos out there, I think, is Abercrombie & Fitch's. Set in a modified Garamond Bold (I THINK), it just has a very calming, yet powerful effect to it. And I'd always wonder:

How would I, as the Designer for that logo, and any like it, know enough that a simple WORD/PHRASE is enough to be my client's logo? Does it suddenly strike you? Do you say to yourself that no symbol or additional accents are good enough to accompany this word?

More importantly: How do you approach a client? How do you say, "Well I know you're paying me a lot of money, but I really think the best I can give you is our name in this font..."

Etc. Etc.

Thoughts?

Penn Glendinning

I think that companies that can get away with a simple logotype are those with already extraordinary names. Abercrombie & Fitch doesn't need a mark to identify itself because it is identified by its name.

Conversely, companies like AT&T or Apple don't have names that can really stand alone without an icon. Hence Apple's almost exclusive use of their apple to brand their company or AT&T's use of their striped sphere.

The bottom line is that companies with memorable names don't need to try hard to create associations with other icons to strengthen consumer recognition. An understated yet elegant application of a type treatment is often the best way to let the name speak for itself.

penn

georgebutler

Well said, penn.

What's also true is that larger more well known companies need less complicated logos than unknown companies, who fair better with a more eye catching solutions that visually describe what they do.

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