There are three types of logo – text, symbol and a combination of the two.
A text logo is used when the client’s name is long (Marks and Spencers) or unique (Yahoo!, below right).
A symbol logo is the opposite. An example of this is Nike’s “Swoosh” (right) which, by-the-way, originally cost Nike only $35 – no words or letters just shapes. This is usually used for companies that already have a high profile. MacDonalds have their arches, Microsoft has it’s wavy window and Apple has its … apple. This is where logos reach the lofty heights of icons.
And finally, a combination logo is a union of text and symbol. It also can be a combination of logo and slogan.
Two things I’ve noticed for the future. Photoshop has brought a newer looking style of logo using its gaussian blur – for example Tate’s logos. And the use of transparency in Illustrator has introduced overlapping elements in logos. Expect to see more of these in the future.
For my own projects, I’ve generally found that no logo is the way to go. I like things which don’t date.
Just the name of the co. or whatever in whatever plain text (though the font could change, doesn’t matter).
I think you have a point there, Marc. Recently, especially, people have gone over the top on branding and I think the public would appreciate a bit of variety … or plain text. People are just trying to be too clever!
I’d like to see your site with a logo again … at some point!
Definitely variety is the way to go. Identities, branding and websites are driving me mad with conformity!
I like the overlapping letters on the Ecclesiastical logo.