Deciphering Logo Types

A logo is an image that symbolizes your business. But did you know there are 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 learn more about logo design services and know how to choose the best logo type for your business? Check out our video below or read on!

Monogram logos

Monogram logos, or letter-marks, are logos consisting of brand initials, often used by famous businesses with lengthy names. Letter-mark logos, also known as monogram logos, are typography-based and aim for simplicity, streamlining long-named companies like NASA. They make it easier to remember and represent their organizations.

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.

Wordmark Logos

Wordmark logos, similar to letter-marks, focus on a business’s name, creating strong brand recognition when combined with strong typography, like Google’s memorable and catchy Google logo.

Choose a font that captures your business’s essence, such as fashion labels using elegant, high-end fonts or legal agencies using traditional, secure text.

Pictorial mark Logos

A pictorial mark, also known as a brand mark or logo symbol, is an icon or graphic-based logo, often associated with iconic brands like Apple, Twitter, and Target, making it challenging for new companies or those without strong brand recognition.

When choosing a pictorial mark, consider the broader implications of the image, whether it’s a play on your name, deeper meaning, or evoke an emotion, as seen with John Deere’s deer logo or the World Wildlife Foundation’s stylized panda image.

Abstract Logo Marks

Abstract marks are pictorial logos that represent a business in an abstract geometric form, like the BP starburst-y logo, Pepsi divided circle, or Adidas flower. They condense a brand into a single image, creating a unique and distinctive representation.

Abstract marks convey company symbolically, avoiding cultural implications. Color and form attribute meaning, cultivating emotion around the brand, like Nike’s swoosh symbolizing movement and freedom.

Mascots Logo

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, spokes-character(?).

A mascot is simply an illustrated character that represents your company. Think of them as the ambassadors 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!

The combination mark

A combination mark is a logo comprised of a combined wordmark or Monogram 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.

A combination mark is a versatile choice, combining text and an icon or mascot to reinforce a brand. It allows for the association of a name with a pictorial mark or mascot, making it easier to trademark than a pictorial mark alone.

The Emblem Logo

Emblem logos, featuring a font inside symbols or icons, are popular among schools, organizations, and government agencies. They have a classic appearance but some companies modernize them with 21st-century designs, like Starbucks’ mermaid emblem or Harley-Davidson’s crest.

Emblem designs are less versatile than other logos due to their higher detail and rigid connection. They may be difficult to replicate across branding, shrink for business cards, or require simple designs for embroidering on hats or shirts. Therefore, simple designs provide a strong, bold professional look.