The Name Says It All


Although there are endless choices when it comes to UK logo design and branding, the most basic choice boils down to the very essence of a logo. Do you go with an image that reflects your company in a pictorial manner or do you choose a logotype that lets your name say it all? While there is no right answer to this question, we recently noticed that the best known names in UK fashion tend to choose a logo that is simply the name of the company in a distinctive font.

A good example of this principle is Burberry. The company has used several images with their name throughout the years—150 years to be exact. They are heavily associated with their distinctive plaid as well as the image of a knight on horseback in full charge. However, in the new millennium, the clothier and leather goods giant switched to a logo that uses their name alone in a basic font with serifs. Is it a coincidence that this is the ten year period in which the company has found the most international success?

Marks & Spencer is another, albeit very different, example of a word-only UK fashion logo. The retail superstore sells a variety of goods, but they are the largest clothing seller in the UK. Instead of traditional type with serifs that we see in the Burberry logo, M&S uses thin, modern lettering with an upscale yet familiar feeling.

If you need a more modern example, consider Coast. This fashion retailer lacks the long history of the previous two brands, but it is still considered a fashionable and premium brand for women in the UK. This clothier uses even friendlier lower case letters, usually in a royal purple. This hints at the feminine yet chic feeling of the brand.

There are a few reasons that UK clothing brands lean toward text-only logos. First, these logos are simple enough to work well in a variety of settings, from huge billboards to tiny clothing tags. This is crucial to brand recognition—if you are the maker of a person’s favourite pair of trousers, you want for them to remember it every time they wear put them on. Second, it offers higher versatility than an image might offer. What image could encompass all of Burberry’s diverse operations? This may be the reason that the logo design for this company seems to get simpler every time the designer expands their line.

Last, text only logos are more traditional. The UK upscale fashion market tends to lean toward brands with a sense of history, so tradition is important in these brands.

We aren’t saying that every brand needs a text-only logo; we enjoy designing unique images and feel that they are often the best choice in UK logo design. However, these logos work perfectly for the brands that they represent, even without a picture to represent them. There are many different styles of UK logo design; the only way to find the one that is perfect for your company is to consult a professional logo designer.