5 Basic Types of Logos & How to Use Them? (2024)

A logo is usually the first piece of branding a customer will see when they discover a business. When designing a logo, it is necessary to understand not only the components of a logo but also the different types of logos.

At a basic level, there are 5 different categories of logo styles: Wordmark Logos, Lettermark Logos, Brandmark Logos, Combination Mark Logos and Emblems.

In this post, we will discuss the 5 different logotypes and provide examples of each logo.

When designing one, you need to make sure it will represent the business the right way. There are many considerations to keep in mind such as:

• How the logo will look on products
• How it will appear on advertising and marketing materials
• How it will tie your other branding collateral together
• The thoughts and emotions someone feels when they see your logo (This is weird to think about, but certain colors, shapes, styles and words all trigger emotional responses which will translate into an emotional response to your business.)

It’s an entire package, not just a small mark.In most cases, it will be the first thing your customers or clients see when they come across your business.No pressure, right?

The 5 Different Types of Logos:

1. Wordmark— Word mark (or logo type) is a freestanding acronym, company name, or product name that has been designed to convey a brand attribute or positioning.
2. Letterform— A unique design using one or more letterforms that act as a mnemonic device for a company name
3. Emblem— A mark in which the company name is inextricably connected to a pictorial element
4. Pictorial mark— An immediately recognizable literal image that has been simplified and stylized
5. Abstract mark— A symbol that conveys a big idea, and often embodies strategic ambiguity

There are many different types of logos - a logo might be just a name set in achosen typefaceor a mark or both.

1. Wordmarks

A wordmark is a logo that uses a brand name, such as Google, Disney, and Virgin. They’re most effective when your brand has a short and snappy name, one that is quite distinctive and easy to remember.

The brand name isn’t the only consideration. You’ll need to think carefully about typography. Because your logo is your brand’s name, it’s important that the font goes some way to capturing a sense of what your brand is all about.

For example, Calvin Klein uses an elegant font that feels premium, while theVirgin logois more fun, playful, and cheeky.

When to use a wordmark logo:

• To create brand recognition, for example if you’re a new business
• If you have a short company name – a name that’s too long won’t work as a wordmark when the logo needs to fit into a small space
• If you have a memorable company name that customers won’t forget

Advantages of wordmark logos:

• They are easy to adapt across different types of marketing material because the design is in the lettering
• It’s clear to customers who you are straightaway
• You can make the most of a catchy brand name

2. Lettermark logos

Lettermarks, like wordmarks, are logos that are made up of letters, usually the initials of your brand. Well-known examples of this type of logo include ESPN, Louis Vuitton, and Procter & Gamble. Most brands use lettermark logos because their names are simply too long for wordmarks – imagine ESPN’s logo as “Entertainment and Sports Programming Network”. It just wouldn’t work.

Lettermark logos – also called monogram logos – take their basis in simplicity and streamlining.

When to use lettermarks:

• To simplify your logo design if your brand has a long name
• To help customers remember your brand vs. having to remember a long name

Advantages of lettermark logos:

• Like wordmark logos, lettermarks are easy to adapt across marketing material and marketing channels
• They can help turn a long business name into a recognizable brand
• We are used to acronyms and use them constantly as consumers – think text and social media-speak like OMG, AMA, and DYK

Point to note: if you’re a new business or a start-up, you may want to add your full company name alongside your lettermark logo until your customers have built up an association between your brand name and your logo.

3. Abstract marks

An abstract mark is a graphic that conceptually represents your brand, as opposed to being a graphic of something you’d recognize. Think the Olympics, Microsoft, and Nike, brands which have all managed to condense their identity into a unique, widely-recognized symbol.

Using a symbol rather than a picture means you can express something specific and build meaning and an emotional connection to your brand. Think of the Pepsi logo, with its colors that remind us of the American flag, reminding us today of the company’s longevity and the American Dream.

When to use abstract marks

• If you are an international brand with a company name that might not work in translation
• If your company does a few different things or has a wide range of products or services

Advantages of abstract marks

• They are totally unique
• There’s a lot of creative scope to design a logo that expresses something about your brand you want customers to recognize

4. Logos as pictorial marks

A pictorial mark – also called a brand mark – is, like an abstract logo, a graphic-based symbol. The difference is that a pictorial mark is a recognizable, real-world image rather than something abstract, such as the Target, WWF, and Shell logos.

This type of logo is difficult for new companies or start-ups to use because they really require strong brand recognition. However, once you have that, these symbolic logo types can be extremely powerful.

If you’re going for a pictorial logo, our advice is to choose the image carefully as it could have broader implications that the ones you’re intending. Consider this especially carefully if you’re an international brand, as images can mean different things across borders. You could choose an image with an emotional connection like the WWF’s panda, something that explains what your company does like the YouTube video button, or it could be a play on your brand name, like John Deere.

When to use pictorial marks:

• If you have a well-established, recognized brand
• If you can convey what your business does in one image
• If you’re an international business whose brand name doesn’t translate well

Advantages of pictorial marks:

• With enough brand recognition a pictorial logo (and indeed an abstract logo) can become emblems
• Easy to remember, conveying a quick message to your audience
• Simple designs are easy to adapt across marketing channels

Point to note: Don’t choose an image that represents your brand now if you think it could change in the future, as you’ll render it obsolete or it won’t represent your brand correctly.

5. Combination marks

A combination mark is a logo that combines a word or lettermark with a pictorial or abstract mark, such as Puma, Mastercard, and Red Bull. The text and accompanying graphic can be designed in different ways, such as side-by-side, one on top of each other or merged together.

A combination mark provides a lot of flexibility and versatility, as the words and picture can work together to convey your brand values and identity. They reinforce your brand, driving recognition and brand association. Ultimately, you may even be able to eliminate the words when your brand recognition is there – this is somethingPepsi has done, for example.

Also, because the combination of a symbol and text create a distinct image together, these logos are usually easier to trademark than a pictorial mark alone.

When to use a combination mark logo:

• Almost any brand can use this type of logo at any time, just because it’s so versatile

Advantages of a combination mark logo:

• Provide uniqueness
• You can use this type of logo to create a clear brand message that customers will remember
• They are easier to update if yougo through a rebrandin the future

When is best to use different types of logos?

Deciding on a basic logo style should be one of the very first steps in developing a brand identity and I've described some of the advantages and disadvantages of each.

Is thedesigner’s processto examine a range of solutions based on both aspirational and functional criteria in order work out a design direction.

When designing a brandmark, it's imperative to make sure that the logo will represent your business the right way.

Logo design is not about what one likes or dislikes - it's about what works.

Once the decision on the type of logo was made, the next step would be tochoose a colorand typography for your brand.

What type of logo do you have?—Leave a comment below.