Should we use a symbol or a wordmark for our logo?

When we face the challenge of designing an enterprise or product corporate image there are many things to take into account, one of them is the fact of how to represent their interest, through a symbol, or through a wordmark.

A Symbol is an image, object, picture or any concrete representation of an idea. It doesn't contain any kind of typography. A wordmark, on the contrary, is the "written part" of a brand's logo, the typography with it's unique special treatment. Here's an example of Firefox's logo, with a symbol on the left and a wordmark on the right.

A symbol is a very good way to represent your product, specially if it's name is very common, long, hard to remember and doesn't speak for itself. It's important that the logo is consistent with what you want to show, and you need to make sure your target costumers know it. When Nike was created, they used the logo with both, a symbol and a wordmark, but it became so popular that they no longer need to use the wordmark in order for people to know which brand it is.

Other example of brands that no longer need a wordmark to identify themselves is Playboy. The bunny represents the brand and is remembered by people without the need of a watermark.

'I selected a rabbit as the symbol for the magazine because of the humorous sexual connotation, and because he offered an image that was frisky and playful. I put him in a tuxedo to add the idea of sophistication. [...] the notion of a rabbit dressed up in formal evening attire struck me as charming, amusing and right.' - Art Paul, Designer of the Playboy Bunny.

If you have a catchy name, and you want to create remembrance of your product among the different costumers it's good to start with a watermark. Don't add any symbol unless it brings something important to the design. There are several logos that, in the hurry of adding a symbol end up sending the wrong signals.

If you're planning on using only a watermark make sure the typography you chose translates something. Too much doesn't always translates to better. There are many logos that are monochrome and are very successful, you don't need all the colors and effects Photoshop can give you. One of the most popular logos that only use a wordmark has to be Coca-Cola.

If you definitely decided to use both, a symbol and a wordmark, remember they are equally important.

Last but not least, whether you decide to use a symbol, a watermark or both, your logo need to be:

• Consistent, so that every piece seems like it belongs.
• Memorable, to be remembered it's the objective of the logo.
• Practical, because it has to work well on TV, business cards or any material you decide to put it on.
• Unique, because if it makes you remember a different product or company than yours it's useless.
• Simple, is more appropiate.
• Sustainable, since you can't change your logo often, the concept needs to work through the years.