Logos are everywhere in our daily lives, often blending into the background. However, they are a crucial part of how brands present themselves. Whether on your desk, the design of a logo, one of the many types of logo, plays a massive role in shaping a brand’s visual identity. We might not always give much thought to creating a logo unless we need one for our brand.
Choosing the right type of logo is important because it’s often the first thing customers will notice. A well-designed logo has a significant visual impact that can set a brand apart.
Whether it’s through marketing campaigns, brochures, or other media, the uniqueness of your logo helps your brand stand out. It’s more than just a symbol—it’s a powerful tool for fostering connection and engagement, creating positive emotional responses among your audience.
What Are the 7 Types of Logos?
The 7 different kinds of logos are:
1) Emblem logos
2) Pictorial marks (symbols)
3) Wordmarks (Logotypes )
4) Monogram logos (letter marks)
5) Abstract logos
6) Mascot logos
7) Combination logos (mix of text and symbol)
In this article, we’ll look at the seven different types of logos, their pros and cons, and how to make the best decision when creating logo design.
Emblem Logos
Emblem logos are a powerful and traditional choice for businesses looking to create a memorable brand image. These logos often feature text within a symbol or geometric shape, combining imagery with detail to create a richer visual experience. They are particularly popular for companies and institutions that want to convey a sense of official authority or legacy.
Think of iconic logos like Harley Davidson’s Bar and Shield or Stella Artois beer—these brands have created timeless designs that make a lasting impression. While these logos may seem classic, many companies have modernized them, adapting to the 21st century while still maintaining their classic charm, like Starbucks’ mermaid crest.
However, emblem logos come with some disadvantages. Their intricate nature can make them harder to resize for different uses, such as business cards or billboards, where readability becomes an issue. Because these logos often have complex designs, their scalability can be limited, making them less versatile than simpler logotypes.
While they have a strong and bold appearance, they may not work well for items like hats or shirts unless the design is uncomplicated. When used effectively, though, emblem logos can add a sense of prestige and professionalism to your brand, ensuring it stands the test of time.
Pictorial Mark Logos (Symbols Logo)
A pictorial mark is a powerful way to convey your brand’s identity through a simple design, graphic image, or icon. Often referred to as a logo symbol or brand mark, this type of logo uses a standalone image to represent your company. Think of the Apple logo or the Twitter bird — these logos are instantly recognizable and strongly connected to their respective brands.
Consumers can easily identify these marks, making them a great choice for businesses looking to establish strong brand recognition. For startups, however, using a pictorial mark might be challenging if they lack an already established base. If you’re just starting, you might need to combine this with a wordmark or a company name until your logo symbol becomes widely known.
When selecting a pictorial mark, the decision is crucial because this symbol will represent your business for years to come. You need to choose an image that is not only visually appealing but also aligned with your brand values. For instance, John Deere uses a deer logo, playing on its name, while Snapchat uses a ghost to symbolize its app and its fleeting messages.
A pictorial logo design can also evoke strong emotion or represent a deeper meaning, like how the World Wildlife Fund uses the image of an adorable panda to symbolize its conservation efforts for endangered species. Your pictorial mark should always reflect your brand’s mission and vision, creating a lasting impression that aligns with your target audience’s values.
Wordmarks (or Logotypes)
A wordmark logo, or logotype, is one of the most impactful logo variations, focusing primarily on stylized text that reflects your business name or company name. This type of logo design highlights the font, making the typography the central element.
Font-based logos such as Visa and Coca-Cola logos are excellent examples of how typography can create a memorable and strong brand identity. When designing a wordmark, it’s essential to choose a font specially designed for your brand’s name to ensure it’s unique and catchy.
For new businesses, especially those with a long name, a wordmark logo can be an ideal choice for quick and fast recognition. The font design trends of the current market help to determine whether you should use elegant fonts for a high-end appeal or more clean fonts for a modern touch.
The key is to ensure that the logo remains memorable and adaptable across various marketing materials. Additionally, a well-designed font creates a connection with customers, enhancing brand recognition. A strong wordmark logo helps your brand stand out, build trust, and easily scale across different platforms.
Monogram logos (or letter marks)
A monogram logo is an excellent choice when you need to simplify your brand’s identity, especially if your company name is long or difficult to remember. Monogram logo designers in usa often use letter marks to create a strong brand presence using just a few letters, typically the company’s initials. Brands like IBM, CNN, HP, HBO, and National Aeronautics and Space Administration (NASA) have successfully utilized initials in their brand’s logo, making their names easier to remember and pronounce. The focus on minimalism allows these logos to stand out without being too complicated, which is why lettermark logos are ideal for businesses that want a simple yet effective way of identifying themselves in the market.
For new or well-known businesses, monogram logos serve as a powerful tool to streamline lengthy names into memorable brands. Using a few letters makes the logo more legible and impactful, especially when printed on business cards or displayed in other media. Whether it’s the famous NASA acronym or Louis Vuitton’s iconic initials, these emblems offer a futuristic and clean design. If you’re not yet an established business, adding your full name under the logo can help your audience learn who you are while making the logo both memorable and easy to recognize right away.
Abstract Logo Design
When you think of a logo, you might imagine something straightforward and symbolic, like a picture or an easily recognizable image. However, there’s another type of logo that might be just what your brand needs to stand out in the crowded market—abstract logo marks.
These logos are a bit different from the traditional ones as they don’t rely on letters or simple imagery. Instead, they use geometric forms or abstract shapes to convey the core values of your brand.
One of the biggest advantages of an abstract logo is its ability to be unique and flexible. Instead of a restricted representation of a well-known symbol, an abstract logo can evoke emotions and ideas that resonate deeply with your audience.
For example, consider the famous Nike swoosh—a simple yet powerful symbol that represents movement and freedom, making it one of the most recognizable logos in the world. Similarly, Pepsi and Airbnb have successfully transitioned their logos to abstract forms, which allow for more creativity and broader appeal.
However, it’s important to understand that using an abstract logo can be risky, especially if your brand is new in the market. Not everyone will immediately interpret the representation the way you intend. To counter this, you need a clear strategy that helps differentiate your brand from competitors.
Advertising campaigns and branded merchandise can be great tools to introduce and reinforce your abstract logo and help your audience connect the design with your recognizable brand identity.
The main benefit of an abstract mark is that it condenses your entire business and essence into a single image. This is significant because it allows for a more personalized and memorable experience, showcasing your brand’s personality in a way that’s not limited by a traditional or cultural symbol.
With the right color choices and form, you can even build an emotional link with your audience, creating a deeper connection that goes beyond just the visual appeal of your logo.
Mascot Logo Design
One powerful way to enhance your brand recognition is through a mascot logo. By developing a unique and memorable character, you can effectively represent your business in a fun and engaging way. Think of famous examples like the Kool-Aid Man, Mr. Peanut from Planters—each one plays a key role as an ambassador for their respective company.
These cartoon characters are more than just logos; they are brand spokespersons or even spokescharacters, instantly recognizable and loved by families and children. Their colorful and playful designs create a fun atmosphere that draws attention and fosters customer engagement.
A mascot logo works particularly well for companies aiming to create a family-friendly and wholesome environment. It’s also a great fit for those targeting young customers or companies that want to add a fun element to sports teams, food brands, or service companies.
The mascot’s appeal lies in its ability to connect with the audience through expressions and representations that convey a positive feeling.
When designed thoughtfully, it becomes a powerful promotional tool for marketing, branding, and company representation, leaving a lasting impression on your audience while boosting brand recognition. Whether in illustration or animation, these mascots can bring your brand identity to life with a touch of cheerful and dynamic energy.
Combination Mark Logo
A combination logo design is a fusion of text and images, a combination of logos, that work together to create a distinct image.
This type of logo can include a lettermark, wordmark, or even an image mark, such as a pictorial mark or mascot, which are stacked or placed side by side to form a cohesive visual identity.
For Example, Doritos and Lacoste are perfect examples of brands that use symbols and text combined to reinforce their brand name recognition.
When using a combination mark logo , the icon, and name should be integrated in a way that strengthens your visual branding. The flexibility of this logotype allows you to use the lettering and symbols either over one another or side by side, making it adaptable to different platforms. This versatile design gives brands like Burger King the ability to create a well-known trademark that becomes synonymous with their business. The key is to maintain a balance between simplicity and imagery to make the logo both memorable and easily recognizable.
Conclusion
Logos play a crucial role in shaping a recognizable brand identity, acting as a powerful tool for recognition and connection with customers. There are seven types of logos: emblem, pictorial mark, wordmark, monogram, abstract, mascot, and combination.
Each type offers unique advantages and challenges. Emblem logos combine text and imagery, which is ideal for brands seeking authority but limited in scalability. Pictorial marks, like Apple’s logo, are instantly recognizable but may require additional elements for new businesses.
Wordmarks focus on stylized text, offering simplicity and strong recognition. Monograms simplify brand names using initials, while abstract logos use geometric shapes to evoke emotions. Mascot logos, like the Kool-Aid Man, offer fun, family-friendly appeal, and combination marks blend text and images for flexibility.
Choosing the right type of logo depends on your brand’s goals, values, and target audience.