How do I choose the right logo?

So, what exactly IS a logo and why do you need one? What do all of the different types mean and how do you choose the right logo for your brand? Read on my friends…

Logotypes, logos, alternate logos, sub-logos, logomarks (I could actually go on here). It is all pretty confusing, right?! Since when did it get so complicated? 

Let’s start at the very beginning, it’s a very good place to start (thanks Maria – I knew The Sound of Music would come in handy at some point in my life!). As we all know, a brand is not a logo (more on this here). The word ‘logo’ has become an affectionate term for the word ‘logotype’. A logotype is basically customised lettering used to represent a brand name (‘Logos’ is Greek for ‘word’). So when people refer to a logo, they’re actually talking about a visual device used to identify a brand. It can be a symbol, icon, illustration, character,...