Icon is the kind of logo that can be seen at a glance and expresses the meaning directly through the image. I think the most typical example is Apple’s logo. The apple with a bite in it is so similar to the real apple that you can tell what it represents at a glance. This kind of design is easy to understand as it directly links the brand to something real.
Index, on the other hand, conveys a message through some kind of connection, not necessarily a direct pictorial relationship. The FedEx logo, for example, has an arrow tucked between the letters ‘E’ and ‘x,’ hinting at the speed and efficiency of delivery. While you may not notice it the first time you look at it, once you spot the little detail, it feels like it fits in with the brand’s core idea of fast delivery.
Symbol is the most abstract of all. It is not directly related to real objects, but rather generates meaning through perception. Take Nike’s ‘Swoosh’ logo, at first you may not know what it stands for, but through branding and time accumulation, people gradually associate it with the concepts of movement, speed and power. So it becomes a symbol.
For me, Icon is the most intuitive, Index requires you to think one more layer, and Symbol is totally dependent on the consensus. Different types of logos can convey different levels of branding, and it’s up to the brand how they want to express themselves.
Leave a Reply