A brand mark is a distinct set of visuals that define a company, making it recognizably distinct from other brands. It typically includes symbols, artwork, or pictures that can be used to identify the business.
To understand what a brand mark is better, let us first understand what exactly is a brand. Is it just the logo that we see? A brand is something with which we connect on a personal level. For a business, the brand is the part that humanly interacts with the people. For sportsmen their favorite brands, like Nike or Puma, are more than products, they are emotions.
For each person, their choice of brand must hold some meaning that only they can recall. So, when they remember the brand, it is not just the logo that comes running through their mind. It brings a horde of recollections from maybe their first racket or a cricket bat to the fragrance of a certain perfume they love. These personalized connections with customers are what a brand can bring to you. It does include the logo, the tagline, and the caption but it isn’t just these things either.
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What is a Brand Mark?
A Brand Mark is a symbol that represents your business and helps to differentiate it from other companies. It can be used on everything from packaging to website designs, and even in marketing materials. A great Brand Mark is unique and memorable, helping to create a strong connection between your business and its customers.
For example, think of the iconic Nike “swoosh” or the golden arches of Mcdonald’s. These are two examples of Brand Marks that have become instantly recognizable around the world and help to define each company’s brand identity.
Why is a brand mark important?
With a great brand mark, you can communicate your business’s values and differentiate yourself from your competitors in just one glance. A well-designed Brand Mark is the cornerstone of any good branding strategy. Your audiences will visually identify your brand with your brand mark and that is why, it is understood as visual asset for any successful brand.
The right Brand Mark will help to make your business unforgettable and leave a lasting impression. It is one of the key characteristics of a successful brand as it helps in creating a powerful visual image, sharing the brand’s purpose, and differentiating its presence in the chosen industry.
Not only does it create a memorable impression in front of the target audience, but it also helps to build trust and loyalty with customers over time. Creating a strong brand mark is not something that should be taken lightly, and it can take some time to get it right. But, when you do, it’ll be worth the effort!
Types of Brand Marks
- Wordmarks: Wordmarks, also referred to as logotypes, are brand marks that mainly or exclusively feature text. This text typically represents the name of the company or brand and is presented in a unique and stylized typography. To create a distinctive look, wordmarks heavily depend on a font, colors, and sometimes additional design elements. The Google logo is a classic example of a wordmark that utilizes a simple, clean, and multicolored sans-serif typeface.
- Pictorial marks: Pictorial marks, also referred to as brand symbols or logo symbols are graphic representations that symbolize a brand’s identity or values. They often include recognizable images or objects. The Apple Inc. “apple” logo is a classic example of a pictorial mark, depicting a stylized apple with a bite taken out of it, which is immediately recognizable and associated with the brand.
- Abstract marks: Abstract marks are a type of logo that uses a distinctive geometric shape to symbolize a company, rather than a recognizable image. They aim to encapsulate a company’s values using a shape. The “Swoosh” logo of Nike is an excellent example of an abstract mark. The fluid and straightforward design connote motion and speed, aligning with the company’s goal in the field of sports and fitness.
- Mascots: A mascot is a lively character that represents a company, usually dressed in colorful clothes, in order to make the brand more friendly and memorable. An iconic example of a mascot is the Michelin Man, also known as Bibendum, who represents the Michelin tire company and has been used in various ways to promote the brand over the years.
- Emblems: Emblem logos are designs that incorporate the company name within the logo itself. These logos typically have a classic, traditional appearance and resemble crests, badges, or seals. Since they convey an image of professionalism and tradition, they are commonly used by schools, organizations, or government agencies. The logo for Starbucks is an example of an emblem logo as it features the brand name within a circular seal alongside an image of a siren.
- Combination marks: Combination marks refer to logos that incorporate both a wordmark and an icon or symbol, resulting in a versatile and recognizable image. These logos blend the two elements together in a way that allows the brand to use the symbol and text together or separately. For instance, McDonald’s uses a combination mark: they often pair the “golden arches” pictorial mark with their “McDonald’s” wordmark.
Brand Mark vs Logo
A brand mark is a visual representation of your company’s name or identity, similar to a logo. The main difference between the two is that a logo typically contains graphics and text, while a brand mark is simply the symbol or icon that helps to identify your business.
A logo is a combination of text and graphics that serves as a unique identifier for a business. The use of colors and shapes in most logos is a way to communicate the goals and beliefs of your business to your viewers. These elements can trigger emotions and feelings that align with your brand.
A brand mark is a type of logo design that only uses imagery. Rather than combining text and graphics, a brand mark only has one part: the iconic shape or symbol. This simple image is often enough to communicate your brand’s goals and values without any extra words or symbols. The best brand marks capture the essence of your business in a single image.
To explain the difference between a brand mark and a logo of the same company, the above diagram is enough. On the right-hand side, we see the Nike Logo whereas on the left-hand side, we see the Nike Brand Mark. Later on, Nike adopted the Brand mark as their main logo.
How to Create an Effective Brand Mark
To create an effective brand mark, you need to follow certain steps –
- Establish your brand purpose and core values – Before you can start designing, it’s important to define what your brand stands for. Take time to determine the purpose of your company and how you want people to perceive it. What are the core values that you want to be associated with your brand?
- Choose a brand mark that represents you the best – When it comes to creating a brand mark, there are many options available. Consider the message you want it to convey and determine which type of logo would be the best fit. You might opt for a wordmark, combination mark, or abstract logo.
- Ensure your brand mark is unique and conveys your identity – Your brand mark should be clearly linked to your company and no one else’s. It’s important that whatever design you choose stands out from other brands and is a true representation of who you are.
- Make it easy to understand & memorize – A good brand mark should be easy to read and comprehend. Choose a design that is simple and memorable, making it easier for customers to recognize your brand.
- Stay consistent with your brand mark – Once you have designed a brand mark, it is important to keep up the consistency. Make sure to use the same logo design, colors, and size in all marketing materials.
Examples of Brand Marks
Write own examples not covered by Competitors and include images –
McDonald’s is another example of a brand mark that doesn’t need words to be identified. The golden arches design is easily distinguishable and instantly conjures up images of burgers, fries, and shakes in people’s minds.
Starbucks is another example of a brand mark with the company’s name included in the design. The green and white colors, as well as the siren logo, all come together to create a recognizable design that’s associated with coffee and good vibes.
Adidas’ brand mark is a true testament to the power of minimalism. With just three stripes and the company name, this design has become a symbol of sportswear and lifestyle all around the world.
Role of Brand Mark in Creating Brand Identity for Company’s Brand [@ST rewrite this nicely]
A brand mark is a powerful tool that helps to define the identity of a business. It conveys messages about the company’s mission, values & products/services visually. Brand recognition and emotional connection can both be enhanced through the use of brand mark. They also work to create brand familiarity and aid in recollection of memories associated with the company.
Building a strong brand is crucial for any business and creating a brand mark that instantly conveys your company’s essence can help achieve this. It’s an impactful way to communicate your identity without the use of words. Brand symbols give customers a snapshot of a company’s identity, history and ethos in an instant. Companies like Apple and Starbucks use this to great effect.
The brand mark is the one element that stays consistent across all platforms such as products, advertisements, social media, and corporate correspondence. It serves as a powerful reminder of a brand’s identity and presence in the world. Constantly staying visible is key to making an impactful & lasting impression on potential customers.
Establishing a recognizable & trusted brand mark across all platforms is key to making sure that potential and current customers will choose your product or service over another. By creating a brand mark, we not only establish the identity of our brand but also reaffirm this identity in the consumers’ memory. This connection is strong – both emotionally and intellectually.
Features of Brand Mark
A brand mark is defined by the Business Dictionary as the element of a brand that will give an emotional cue to the customers. They can refer to the above-mentioned elements such as the typeface, color, design, picture, or symbol.
These instill emotions in the customers by giving out positive vibes as the brand Amazon does. It tells the customers of the shopping site they appreciate their customers. It also means symbolizes the A-Z product availability of Amazon and the smile they intend to spread in the world. No wonder the Amazon brand mark surpassed the logo in popularity.
More than often, logos are minimalistic and maybe pictures or icons. Brand mark softens tend to be words, which is the brand name itself in the case of popular brands. Take a look at the image below to identify the brand mark and logo in the case of each of the brands given. If you still find it hard to differentiate between the logo and brand mark, think of it like this:
A logo is the face of the company. You see it every day and associate it with a particular brand. It is an identification mark. But when you see a brand mark, it reminds you of the particular characteristics and flavor of the brand rather than just the name.
The best example of this distinction is the logo and brand mark of Facebook itself, which is mentioned above. The Facebook logo is separate from the brand mark and both accomplish their respective functions.
In the end, the brand mark debate comes down to creating a logo that best represents your business. Whether you decide to create one yourself using a logo maker or hire a professional designer, the combination of your brand mark and visual asset should make an impression.
It’s worth noting that the ideas you stand for, in combination with many factors like brand colors, style, app icons and other visual elements will spark recognition and contribute to the success of your logo.
With so many elements to consider, it’s important that you take the time to carefully choose the best brand mark for your business. Ultimately, you want a brand mark that will effectively communicate who you are and what you stand for.
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