Should Your Logo Be Literal or Abstract?

Some brands are so iconic they become synonymous with the product they sell – even if the product has nothing to do with the company name. Apple? They sell computers - not produce. They built a reputation after many years using an abstract business name. Auto Zone? Well, they’re well known in the auto industry and their name says it all. They sell everything to do with automobiles in a one-stop shop. Some brands benefit from an abstract name and others benefit from a literal name. Should your brand be literal or abstract? The answer is - it depends. There are some questions you can ask yourself about your brand to help guide you down the right path for your logo.

Is your brand an experience? You not only sell widgets but you sell the lifestyle that the widget comes with. You have flair and your customers come to you for something special. They don’t want just any phone or computer. They want an Apple product because of everything that says about who they are. They like premium products and like to feel they belong to a group of peers. They appreciate the abstract and creative presentation of your brand. The imaginative meaning of the brand speaks to the customer about innovation and the experience of owning a piece of what you have to offer. This brand is a lifestyle brand. It is about the feeling one gets when they shop there and the experience they have. They could have any phone to make calls but they want THIS phone for what it says about them.

Do you primarily sell a product as a means to an end? If your business is about helping customers with a specific problem or selling a particular item you will likely benefit from a literal business name or logo. A literal brand name cuts out the fluff and gets right to the meat of the problem and solution. There are many times when a customer really doesn’t want to be wooed with imaginative concepts. They have a problem and they want a reliable solution. They want the exact part their car needs. There isn’t usually a selection based on how you feel when it comes to auto parts. They either fit or they don’t. It isn’t really about buying something that makes you feel good. It's about finding the right part that is made of quality materials so you can make the repair and get back on the road. This is the type of business that benefits from a literal name or branding that tells their prospective customers exactly what they do at a glance. Quality, professionalism, and reliability are key for these brands.

With these examples, where does your business fall? Is your product a necessity? Is it an experience? Is there a way to bridge the gap between the two methods of product naming so that it makes sense? If you own a café you may want to highlight the experience customers get when they come and sit inside to read a book and enjoy a handcrafted coffee. You could get away with an abstract name but to ensure customers know what you do you may want to add a visual cue in your logo like a coffee cup. If your business has a more literal name you have some space for an abstract design element in your logo to add some personality and distinctiveness. The balance between the literal and abstract can be tough to find sometimes but when you do your logo and brand pairing sing!