4 Types of Emblems and What They're Used For

Institutions have used emblems for centuries and not without reason. These outward symbols often conveyed allegiance, nationality, priorities and overall aspired identity. Today, the practice is alive and well, particularly amongst the commercial business and car industries. Everyday we’re bombarded with different logos and emblems for one simple reason: they work. Almost every American woman knows the green, circular mermaid even when if it whips past her in a flash on the highway. It’s not just Starbucks who practices their use, but almost every facet of our culture exploits the power emblems possess. Let’s take a look at just how effective these images are and the shapes and sizes they can take.

Symbol or Icon

Arguably the most effective and certainly the most efficient, companies use the symbol or icon over and over because of its simplicity. Apple is a perfect example of this method: they not only emblazon their simple, slightly cartoonish, bitten fruit on each of their products and advertisements, they hand the icons out for customer branding, as well; apple stickers litter cars and personal objects for a reason. The symbol is playful, but powerful. It says, “I am an Apple user. I use Apple products proudly.” The appeal of the symbol is endless, but there are other approaches to emblem employment.

Letter Mark

            Like the icon, the word mark is another popular logo style because you receive not only the company’s image, but also their initials. Volskwagen employs this technique beautifully with their elongated “V” atop a larger “W”. Given their company name is foreign to some of their consumers, this approach was best for their emblem; customers know the “VW” symbol both as an icon, but also as a prompt for their possibly difficult name.

Combination Mark

The combination mark offers the customer all the information within the image immediately. Like in the Lexus icon or Sprint logo, the customer sees both the company’s signature image and its full name. The appeal of this strategy is obvious: customers easily gain all the company’s information immediately.

Emblem

The final image employed successfully in the 21st century is the actual emblem itself. In its purest form, the emblem is both the company name and complete logo encapsulated within one symbol. Starbucks may be the king of this practice. Their names appears easily below, but within their image along with a memorable mermaid and their signature green hue. To say individuals know it instantly may be an understatement. This emblem has the power to detour even the most committed, carpooling mom or studying college student instantaneously.

Logos and emblems aren’t just convenient and quick, they’re forces within our culture. They demand notice and influence our daily consumerism. The tradition of the emblem thrives today because their use is in our DNA. We love to associate ourselves and others immediately, assign them to a category, even if it’s to something as arbitrary as a cup of coffee.