All company logos are visual cues that are meant to trigger a particular feeling in the observer. Whether you are trying to evoke trust, excitement or security branding is how you infuse that emotion into the chosen visual in the mind of the customer. The logo itself should communicate that feeling as well as the general attitude of the company. Is your company more a no nonsense financial institution or a light hearted pet shop? Whatever the demeanor a logo will make a statement about your brand.
Icons are one form of logo design that can make bold statements. An icon is a generally simple shape or set of shapes, like the Nike swoosh or the image used to display a Microsoft Word file. They are highly stylized, uncomplicated and easily updated. Versatile and highly recognizable, icons can make a better business logo than groups of images that try to tell the story too literally. Some famous icon logos include: Mercedes, AIM, Nike, Playboy, and Pepsi. When done well, icons communicate stability, longevity, even tenacity. Symbols are the oldest form of expression and icons can stand the test of time.
Clip art style logos are a great choice for a startup logo. When you are first testing your markets and products, clipart is an easy way to communicate exactly what you do in a very personal way. Often companies will change their logo many times over the years to better suit new attitudes and a more define direction. Often clip art has a lighter more playful feel and is great at expressing a happier more emotional side of a business that can get people to react. We are living in a society of bored people that watch boring TV and go to their boring jobs. Excite them with a bit of creativity and watch your brand take shape before your eyes.
Outlines, abstracts and literal logos all have their place and a good designer can help you choose the style that makes the best statement about your brand. You see many outline logos used for dance studios, maternity shops and industries related to movement, while abstracts are more commonly used for conceptual services and art related businesses. A poorly designed logo can communicate that you don’t pay attention to detail or that your brand is behind the times. Either opinion can be disastrous so make sure to hire a professional and get many second opinions from people you respect.