7 Types of logos – and which one is best for your business.

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A logo is the image that represents your business. Naturally, everyone wants to get their logo just right. One that will attract the target audience, is memorable and reflects their values perfectly.

Which makes perfect sense, because a logo is usually the first thing that potential customers see. So you want to get it right – first time round!

But did you know there are 7 different types of logos?

They are:

  1. Wordmark logo
  2. Lettermark logo
  3. Pictorial Mark logo
  4. Abstract Mark logo
  5. Mascot logo
  6. Emblem logo
  7. Combination logo

Let’s dive in to the details of each type of logo.

1. Wordmark Logos

(Sometimes called a logotype.) The most classic form of a logo, this is simply the company’s name. Think Coca-Cola and Google. Typography will be an important decision here and there are numerous directions to go with. Some companies will require a clean, elegant font while others will go for heavy or playful ones.

Best for: Businesses with short names.

Not the best choice for: New businesses – customers might not be able to identify you straight away. You could get around this by including the full business name under the abbreviation.

2. Lettermark Logos

(Also referred to as monogram logos.) Monogram logos are logos that are made up of the brand initials. Some examples are HP, IBM and CNN. Businesses with long names tend to use lettermark logos to make their brand more memorable. For example, how much easier is it to remember – and say – NASA versus the National Aeronautics and Space Administration? I rest my case.

Best for: Businesses with long names.

Not the best choice for: New businesses – customers might not be able to identify you straight away. You could get around this by including the full business name under the abbreviation.

3. Pictorial Mark Logo

A Pictorial mark (sometimes called a brand mark or logo mark) is graphic based logo. It’s crucial to consider well the icon/image your business will go with as that will reflect strongly on your brand. The Twitter bird and Apple logo are instantly recognizable as these companies are extremely established.

Best for: businesses that are highly recognized in their industry and with their target audience and want simplify their logo.

Not the best choice for: Businesses who anticipate adding changes to their business model in the future. If may start of selling socks and use a sock in your logo, but what happens when you start selling belts or even shirts?

4. Abstract Mark Logo

An abstract mark is a specific type of pictorial logo. While pictorial logos are simple and recognizable images (like an apple or a bird), abstract marks are more symbolic and big picture thinking. Nike, for example, is a prime example. Many people would instantly recognize their logo, but if you didn’t know anything about the company, the ‘swoosh’ would have very little meaning to you.

Best for: Known businesses that want to convey what they do through symbolism and creativity. Also good for businesses that have numerous and unrelated divisions.

Not the best choice for: Businesses who don’t have moderate brand recognitions. Abstract logos may not be effective.

5. Mascot Logos

Mascot logos involve an illustrated character that acts as the ambassador of the brand. These logos are usually friendly and gives the audience a persona to connect with. A famous example is KFC – with Colonel Sanders as the mascot. Mascot logos are engaging and humanize the brands.

Best for: Businesses that want to target children or families and establish a fun and friendly rapport with their audience.

Not the best choice for: Serious companies that need to convey a strong sense of security or professionalism.

6. Emblem Logo

Emblem logos are likely the most ancient type of logo and consist of a font inside a symbol or icon. These logos provide a formal, traditional and professional energy to your brand and is also usually filled with meaning.

Best for: Businesses that want a more traditional logo such as schools and universities. Also, good for businesses’ that need a unique logo in a competitive industry.

Not the best choice for: Businesses that need their logo to work in small scale – as it will not be readable.

7. Combination Logo

A combination logo is made up of a wordmark and a symbol. It is the most common type of logo because of its flexibility. You can use it on its own or together when you need it. The symbol of the combination mark can appear above, below, next to or in the wordmark. In the future, you may be able to rely exclusively on the logo symbol and not have to include your name. Many companies have rebranded this way.

Best for: Business that need their brand to be versatile across many platforms. Also great for businesses that need instant brand recognition.

Not the best choice for: If your business is going for a minimalistic approach.

So that’s the breakdown of all the types of logos out there.

Ready to get a professional logo for your business? Send me a message now to get started!

Got a question or comment about this post? Let me know below.

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