An organization or business logo, whether a graphic symbol or a distinctive typeface, is a visual way to instantly identify the entity. When used on signs, in advertising, and on marketing materials, it is a shorthand way for its customers and prospects to recognize the business or organization.
Logos Come in Four Forms:
• font-based: composed of type only. Examples are Coca-Cola, Google, Louis Vuitton.
• symbol-based: an icon commonly associated with the type of business, such as scissors for a beauty shop or a tree for a gardening service.
• abstract graphics: a symbol created for the purpose like the Nike swoosh, Twitter bird, and Olympic rings.
• combination: a mixture of type and either a symbol or abstract graphic. Examples are the Lacoste alligator + font and Chanel double C + font.
We cite these examples because they are well known, made so by their advertising budgets that use the logo in global ad campaigns. But it is good design that makes these logos memorable and identifiable.