Logos, symbols and word marks play a crucial role in any brand’s identity, helping to establish brand recognition and attract the right audience.
But there is a slight difference. A wordmark aka logotype is simply a word, and a symbol is merely a picture or illustration – A logo. When you mix the two together, what you’ll get is called a logomark, also referred to as a combination mark.
A combination mark is simply a design with a logo and text.
Over time, we’ve seen several logo variants change, evolve or even stay the same. But currently, we are entering the world of minimalism, and it seems to be a growing trend in how brands choose to market themselves now.
Ben Bolton MD of Gracechurch comments: “In brand terms we are seeing identity streamlining in line with a move toward brand simplicity. Recently Allianz has moved to ‘Allianz Commercial’ dropping the AGCS identity, and the research shows awareness has risen ahead of just the addition of the two brands. There is both short and long term pay back for simplification, plus the bonus of putting your multiple identity competitors on the back-foot.”
An effective wordmark or combination mark is supposed to instantly make a customer recognise what the company is, just from seeing a design or colour associated with the brand.
Probably one of the best examples of symbology is with the technology brand Apple, where words are not even needed.
Also, think of Tiffany Blue; many people will associate the colour with the renowned jewellery brand Tiffany & Co., as that colour is the crux of their brand identity.
This phenomenon is what we call colour psychology, where different colours and hues can evoke distinct associations and affect how customers perceive and familiarise themselves with the brand.
Within the London Specialty Market, many insurers utilise colour psychology in their marketing, especially in their campaigns.
For example, in our recent article showcasing above-the-line (ATL) advertising campaigns within the market, we mention how Beazley took to tube stations to promote their brand, transforming an entire travelator tunnel at Bank station with their signature pink.
This is just one of the clever ways a company can use colour psychology to effectively market and establish their brand identity.
