The 7 Types of Logos: Choosing the Right One for Your Business

Your logo is the visual cornerstone of your brand identity. It's the symbol that will appear on your website, your business cards, and your social media profiles. But "logo" is a broad term. In reality, there are several different types of logos, each with its own unique strengths and applications.

Choosing the right type of logo is a crucial first step in the design process. The best choice for your business will depend on your company name, your industry, and the overall personality of your brand.

Let's explore the 7 main types of logos.

1. The Wordmark (or Logotype)

A wordmark is a font-based logo that focuses on the business name alone. There is no separate symbol or icon.

• Examples: Google, Coca-Cola, Visa, FedEx.
• When to use it: This is a great choice if you have a short, distinct, and memorable business name. The focus is on the typography, so a custom font is often used to create a unique and recognizable look.

2. The Lettermark (or Monogram Logo)

A lettermark is also font-based, but it consists of the initials of a business name, rather than the full name.

• Examples: IBM (International Business Machines), HBO (Home Box Office), NASA.
• When to use it: This is the perfect solution if your business has a long or difficult-to-pronounce name. Condensing it down to a set of initials creates a simpler, more visually compact brand mark.

3. The Brandmark (or Pictorial Mark)

A brandmark is an icon- or graphic-based logo. It's a simple, recognizable symbol that represents the brand without any text.

• Examples: The Apple logo, the Twitter bird, the Target bullseye.
• When to use it: This can be a powerful choice, but it's often tricky for new businesses. A brandmark relies on the audience's ability to recognize the symbol and associate it with your company. It's most effective for established brands or for brands that are committed to a long-term marketing strategy to build that recognition.

4. The Abstract Logo Mark

An abstract mark is a type of pictorial logo, but instead of being a recognizable image (like an apple or a bird), it's an abstract geometric form.

• Examples: The Nike swoosh, the Pepsi logo, the Adidas flower.
• When to use it: An abstract mark allows you to create a completely unique image for your brand that can convey a feeling or a concept without being literal. It can be a great way to differentiate yourself.

5. The Mascot Logo

A mascot logo involves an illustrated character that represents your brand.

• Examples: The KFC Colonel, the Pringles man, the Michelin Man.
• When to use it: Mascots are great for brands that want to appeal to families and children or create a friendly, approachable, and fun-loving brand personality. A mascot can act as a brand ambassador.

6. The Combination Mark

A combination mark is a logo that combines a wordmark or lettermark with a brandmark, abstract mark, or mascot. The text and the symbol are laid out next to each other.

• Examples: Doritos, Burger King, Lacoste.
• When to use it: This is the most popular and versatile choice for most businesses. The combination of a symbol and text makes your brand easy to recognize, and it helps to build an association between your name and your visual mark. Over time, as your brand becomes more established, you may be able to use the symbol on its own.

7. The Emblem Logo

An emblem logo is similar to a combination mark in that it includes both text and a symbol. However, in an emblem, the text is placed inside the symbol or shape.

• Examples: The Starbucks logo, the Harley-Davidson logo, the UPS shield.
• When to use it: Emblems have a traditional, classic, and official feel. They are often used by universities, government agencies, and car companies to convey a sense of heritage and authority. They can be less versatile than a combination mark, as the details can be hard to see at small sizes.

Conclusion

Choosing the right type of logo is a strategic decision that should be based on your brand's name, audience, and personality. Whether you choose a simple wordmark or a versatile combination mark, the most important thing is that your logo is professional, memorable, and effectively communicates the essence of your brand.