The 7 types of logos (and how to use them)

Alogo is an image that symbolizes your business. But did you know
there are 7 different types of logos?

Though they’re all a combination of typography and images, each

type of logo gives your brand a different feel. And since your logo is
the first thing new customers will see, you want to make sure you get
it right. Want to choose the best logo type for your business? Here are
the 7 types of logos you need to know about:

1. Monogram logos (or lettermarks)

2. Monogram logos or lettermarks are logos that consist of letters,
usually brand initials. IBM, CNN, HP, HBO… Noticing a pattern,
yes? They’re the initialisms of a few famous businesses with
rather lengthy names. With 2 or 3 words to remember, they’ve
each turned to using their initials for brand-identification
purposes. So it makes perfect sense for them to use
monograms—sometimes called lettermark logos—to represent
their organizations.
3. A lettermark is a typography-based logo that’s comprised of a
few letters, usually a company’s initials. The lettermark is all
about simplicity. By utilizing just a few letters lettermark logos
are effective at streamlining any company brand if they have a
long name. For example, how much easier is it to say—and
 remember—NASA versus the National Aeronautics and Space
Administration?

Because the focus is on initials, the font you choose (or create)
is very important to make sure your logo is not only on-theme
with what your company does, but also legible when you print
on business cards. Also, if you’re not an established business
already you may want to add your full business name below the
logo so people can begin to learn who you are right away.

2. Wordmarks (or logotypes)

Similar to a lettermark, a wordmark or logotype is a font-based logo
that focuses on a business’ name alone. Think Visa and Coca-Cola.
Wordmark logos work really well when a company has a succinct and
distinct name. Google’s logo is a great example of this. The name
itself is catchy and memorable so, when combined with strong
typography, the logo helps create strong brand recognition.

Also, like with a lettermark logo, typography will be an important

decision. Since the focus will be on your name, you’ll want to pick a
font—or create a font—that captures the essence of what your
business does. For example, fashion labels tend to use clean, elegant
fonts that feel high-end, while legal or government agencies almost
always stick to traditional, “heavier” text that feels secure.

When to use lettermark and wordmark logos:

 Consider a lettermark logo if your business happens to have a
long name. Condensing the business name into initials will
help simplify your design and likewise, customers will have an
easier time recalling your business and your logo.
 A wordmark is a good decision if you’re a new business and
need to get your name out there, just make sure that name is
short enough to take advantage of the design. Anything too
long can look too cluttered.
 A wordmark logo is a good idea if you have a distinct business
name that will stick in customers’ minds. Having your name in
a great, designed font will make your brand all the stickier.
 Both lettermark and wordmark logos are easy to replicate
across marketing material and branding thus making them
highly adaptable options for a new, and developing, business.
 Remember that you’ll want to be scrupulous when creating
a lettermark or a wordmark. Your business name in a font
alone likely won’t be distinct enough to capture the nuance of
your brand. So make sure you hire a professional who’ll have
an eye for detail.

3. Pictorial marks (or logo symbols)

A pictorial mark (sometimes called brand mark or logo symbol) is an
icon—or graphic-based logo. It’s probably the image that comes to
mind when you think “logo”: the iconic Apple logo, the Twitter bird, the
Target bullseye. Each of these companies’ logos is so emblematic,
and each brand so established, that the mark alone is instantly
recognizable. A true brand mark is only an image. Because of this, it
can be a tricky logo type for new companies, or those without strong
brand recognition, to use.
The biggest thing to consider when deciding to go with a pictorial
mark is what image to choose. This is something that will stick with
your company its entire existence. You need to think about the
broader implications of the image you choose: do you want to play on
your name (like John Deere does with their deer logo)? Or are you
looking to create deeper meaning (think how the Snapchat ghost tells
us what the product does)? Or do you want to evoke an emotion (as
the World Wildlife foundation does with their stylized image of a panda
—an adorable and endangered species)?

4. Abstract logo marks

An abstract mark is a specific type of pictorial logo. Instead of being a
recognizable image—like an apple or a bird—it’s an abstract
geometric form that represents your business. A few famous
examples include the BP starburst-y logo, the Pepsi divided circle and
the strip-y Adidas flower. Like all logo symbols, abstract marks work
really well because they condense your brand into a single image.
However, instead of being restricted to a picture of something
recognizable, abstract logos allow you to create something truly
unique to represent your brand.
The benefit of an abstract mark is that you’re able to convey what
your company does symbolically, without relying on the cultural
implications of a specific image. Through color and form, you can
attribute meaning and cultivate emotion around your brand. (As an
example, think about how the Nike swoosh implies movement and
freedom).

5. Mascots
Mascot logos are logos that involve an illustrated character. Often
colorful, sometimes cartoonish, and most always fun, the mascot logo
is a great way to create your very own brand spokesperson—er,
spokes-character(?).

A mascot is simply an illustrated character that represents your

company. Think of them as the ambassador for your business.
Famous mascots include the Kool-Aid Man, KFC’s Colonel and
Planter’s Mr. Peanut. Mascots are great for companies that want to
create a wholesome atmosphere by appealing to families and
children. Think of all those mascots at sporting events and the great
dynamic they create by getting involved with the audience!

When to use picture and symbol logos:


o A pictorial mark alone can be tricky. It’s effective if you
already have an established brand but that’s not a hard and
strict rule. You can use brandmarks to your advantage to
convey what your business does graphically if your name is
too long, and they can also be used effectively to convey a
desired idea or emotion.
 o Pictorial and abstract marks also work quite well for global
commerce if, for example, a business name doesn’t lend
itself well to translation.
o A pictorial mark however may not be the best idea if you
anticipate changes to your business model in the future. You
may start off selling pizzas and use a pizza in your logo but
what happens when you start to selling sandwiches or
burgers, or even produce?

Have a question?Ask our team.

 Abstract marks allow you to create a completely unique image

for your business, but are best left to design professionals who
understand how color, shape and structure combine to create
meaning.
 Think about creating a mascot if you are trying to appeal to
young children or families. One big benefit of a mascot is it can
encourage customer interaction so it’s a great tool for social
media marketing as well as real-world marketing events. I
mean, who doesn’t want to take a selfie with the Pillsbury
Doughboy?
 Remember that a mascot is only one part of a successful logo
and brand, and you may not be able to use it across all your
marketing material. For example, a highly detailed illustration
may not print well on a business card. So put some
consideration in the next type of logo design below, the
combination mark.

6. The combination mark

A combination mark is a logo comprised of a combined wordmark or
lettermark and a pictorial mark, abstract mark, or mascot. The picture
and text can be laid out side-by-side, stacked on top of each other, or
integrated together to create an image. Some well-known combination
mark logos include Doritos, Burger King and Lacoste.
Because a name is associated with the image, a combination mark is
a versatile choice, with both the text and icon or mascot working
together to reinforce your brand. With a combination mark, people will
also begin to associate your name with your pictorial mark or mascot
right away! In the future, you may be able to rely exclusively on a logo
symbol, and not have to always include your name. Also, because the
combination of a symbol and text creates a distinct image together,
this type of logo is usually easier to trademark than a pictorial mark
alone.

7. The emblem
An emblem logo consists of font inside a symbol or an icon; think
badges, seals and crests. These logos tend to have a traditional
appearance about them that can make a striking impact, thus they are
often the go-to choice for many schools, organizations or government
agencies. The auto industry is also very fond of emblem logos. While
they have a classic style, some companies have effectively
modernized the traditional emblem look with logo designs fit for the
21st century (think of Starbucks’ iconic mermaid emblem, or Harley-
Davidson’s famous crest).
But because of their lean towards higher detail, and the fact that the
name and symbol are rigidly entwined, they can be less versatile than
the aforementioned types of logos. An intricate emblem design won’t
be easy to replicate across all branding. For business cards, a busy
emblem may shrink so small before it becomes too difficult to read.
Also, if you plan on embroidering this type of logo on hats or shirts,
then you’ll really have to create a design that is on the simple side or it
just won’t be possible. So as a rule keep your design uncomplicated
and you’ll walk away with a strong, bold look that’ll make you look like
the consummate professional.

When to use a combination mark or emblem

logos:
 A combination mark is a great choice for pretty much any
business out there. It’s versatile, usually highly unique, and the
most popular choice of logo among prominent companies. (We
also see A LOT of combination mark logos get created on
99designs.)
 An emblem’s traditional look might be favored by lots of public
agencies and schools but it can also serve any up-and-coming
private business quite well, especially those in the food and
beverage industry: think beer labels and coffee cups
(Starbucks!). But remember to play it safe when it comes to
detail. You still want a design you’ll be able to print neatly
across all of your marketing material.