What is a brand mark? Incredible icons and sensational symbols

If you’re ready to make a mark on your target audience, then one of the first things you’ll need is a logo.

As you know, there’s a lot more to your brand identity than a handful of visual assets. Your brand colors, the fonts you use, and even your logo are just tools in your belt, designed to help you convey what your company stands for.

However, it’s difficult to ignore the power of pictures for conveying meaning.

The human brain processes images 60,000 times faster than text, and 90% of the information we absorb each day is taken from the things that we see. It’s no wonder that organizations invest so much into #LogoDesign.

Of course, while you know that logos are crucial, you might not know that there are many different types of logo design. One logotype is more likely to speak to the image-based epicenter in your customer’s mind than most.

Enter the brand mark.

What is a brand mark and how is it different from a logo?

The easiest way to look at a #BrandMark is as a sub-section of logo design.

When it comes to conveying the purpose and values of your business to your audience, your logo is a great way to condense what you stand for into something simple and easy to understand. The colors you choose will encourage specific emotions, while carefully picked shapes can incite certain memories.

While most logos use a combination of words, images, and other components to describe a complete brand, there’s one type of emblem that works a little differently — and that’s the brand mark. Brand marks remove all letters, words, and names from your logo, to convey meaning exclusively though imagery. For instance, we can see the brand mark of Nike (on the right) and the standard “Nike” logo (on the left):

Nike now uses their brand mark as their logo too — as they no longer need their name to spark recognition in their customers. Indeed, many of the world’s best-known companies have begun to refine their logos down into simple brand marks to provide themselves with a refined, minimalistic appearance. Unfortunately, the difference between a logo and a brand mark can mean that it’s hard for startups to succeed using just their graphical assets. Brand marks typically work best for companies that have already made a reputation for themselves in their chosen industry.

How to design an amazing brand mark

Creating any kind of #BrandLogo is a process that requires attention-to-detail, endless creativity, and careful consideration. However, brand marks can be particularly difficult to perfect, because they can’t rely on your brand name to add extra context for your customers. That means that the image you choose needs to be meaningful, insightful, and easy to understand.

The best way to get the best mark for your business is to work with a professional team, but the following tips will help you too.

1. Know If a brand mark is right for you

Graphic design can be a compelling thing when used correctly. The right image can change the way your audience perceives your company within a matter of seconds. However, it’s worth noting that refining your entire business down into a single picture can be challenging — particularly if you’re a new venture.

Often, the easiest way for companies to get started is to design a combination logo that includes both words and images, so that they can take advantage of their name’s descriptive power too. As your company grows, you can begin to use your brand mark as an alternative logo or allow it to overtake your original mark. That’s precisely what supermarket chain Target did:

2. Make sure your brand conveys your identity

It’s easy to opt for something obvious when you’re looking for a #BrandIcon — choosing a picture of something that you sell means that you don’t have to spend as much time infusing meaning into shapes and colors. However, it’s better in the long-term to choose an image that conveys the purpose and mission of your brand than one that shows off your products.

For instance, a sock company that uses a sock as their brand mark may struggle to sell other products in the future without changing their entire image. But if the same company uses an icon that shows their commitment to the environment, they can retain their brand mark for years to come.

3. Make sure you’re consistent

There are plenty of ways to find inspiration for your brand mark. Some companies take ideas from their name, like John Deere with their deer shaped icon. Other businesses tell customers about what they do, like Snapchat with their ghost image. Whatever kind of brand mark you choose, make sure that your team knows how to use it consistently at every customer touchpoint.

Familiarity is crucial when it comes to making your brand mark as memorable as possible, so aim to design something that you can spread over every platform. Create some guidelines for your team to follow and place them in your brand manifesto. Additionally, remember that a simple image will make it easier to recreate your mark on anything from a subway station poster, to a smartphone app icon.

It’s time to make your mark

While it’s important to remember that many different features make up a successful brand, it’s also worth noting that imagery is an extremely powerful asset.

When it comes to conveying meaning and emotion quickly, pictures and shapes can deliver results much faster than any sound or word. With that in mind, it’s no wonder that companies around the globe have embraced the brand mark is the best way to visually identify their business. Used correctly, your brand mark could even make you into a crucial part of your industry’s landscape for years to come.

To learn more about the magic of brand marks, read through our complete guide, for tips, tricks, and insights into the difference between marks and logos.

Alternatively, remember that the team at Fabrik are always here to help you find the image that will elevate your company and #BrandDesign.

Are your ready to make your mark?