Understanding the 7 Different Types of Logos
and How to Use Them
A logo is a picture that represents your business. But did you know there are 7 kinds of logos?
Even though they all mix letters and images, each kind of logo gives your brand a different vibe. And because your logo is the first thing new customers see, you want to make sure it’s just right.
Let's explore the 7 logo types you should be aware of:
1 - Monogram (or lettermark) logos
2 - Wordmark logos
3 - Pictorial mark logos
4 - Abstract logo marks
5 - Mascot logos
6 - The combination mark
7 - The emblem
1. Monogram logos (or lettermarks)
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.
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)
A wordmark or logotype is like a lettermark, but it’s a logo that mainly uses fancy letters to show just the business name. Think of Visa and Coca-Cola. Wordmark logos work really well when a company has a short and unique name. Google’s logo is a great example of this. The name itself is catchy and easy to remember. When you add stylish fonts to it, the logo helps people remember the brand better.
Just like with a lettermark logo, choosing the right font is crucial for a wordmark logo. Since the focus is all on your name, you’ll want to select a font—or even create one—that matches what your business is all about. For instance, fashion brands often use sleek, elegant fonts that make them feel high-class. On the other hand, legal or government agencies usually stick to traditional, sturdy-looking text that gives a sense of trustworthiness.
3. Pictorial marks (or logo symbols)
A pictorial mark, also known as a brand mark or logo symbol, is a logo that’s based on pictures or graphics. When you hear the word “logo,” you probably think of these kinds of logos. For example, the famous Apple logo, the Twitter bird, or the Target bullseye. These logos are so well-known that you instantly recognize them. A true pictorial mark is just an image, no words. That’s why it can be a bit tricky for new companies or those not well-known to use.
The most important thing to think about when choosing a pictorial mark is what image you want. This image will represent your company for its entire existence. You should consider what the image means: Do you want it to relate to your name, like John Deere’s deer logo? Do you want it to have a deeper meaning, like how the Snapchat ghost shows what the product does? Or do you want it to create a feeling, like the World Wildlife Foundation’s stylized image of a cute and endangered panda?
4. Abstract logo marks
An abstract mark is a special kind of logo. Unlike logos with clear images like apples or birds, it’s a design made up of shapes and patterns that don’t look like anything specific. Instead, it represents your business in a creative way. Some famous examples are BP’s starburst logo, Pepsi’s divided circle, and Adidas’s striped flower. Like all logos, abstract marks work really well because they turn your brand into a single image. But unlike logos with recognizable pictures, abstract logos let you create something truly unique for your brand.
The advantage of an abstract mark is that it lets you show what your company does in a symbolic way, without depending on a specific image that might have cultural meanings. Using colors and shapes, you can give meaning to your brand and create emotions around it. For instance, think about how the Nike swoosh symbolizes movement and freedom.
5. Mascots
Mascot logos are logos that feature a drawn character. They are often colorful, sometimes look like cartoons, and are almost always enjoyable. The mascot logo is like having your own brand representative—kind of like a character who speaks for your brand.
A mascot is just a drawn character that represents your company. You can think of them as the friendly face of your business. Some famous mascots are the Kool-Aid Man, KFC’s Colonel, and Planter’s Mr. Peanut.
Mascots work well for companies that want to create a friendly and family-oriented vibe. Just think about all those mascots at sports events and how they interact with the audience to make it more fun!
6. The combination mark
A combination mark is a logo that mixes a wordmark or lettermark with a picture, abstract design, or mascot. The words and the image can be placed next to each other, on top of each other, or blended together to make one picture. Some famous combination mark logos are Doritos, Burger King, and Lacoste.
Since your name is linked to the image in a combination mark, it’s a flexible choice. Both the text and the symbol or mascot work together to make your brand stronger. With a combination mark, people quickly connect your name with your picture or mascot! In the future, you might use only the logo symbol without your name. Plus, because a symbol and text together make a unique image, this type of logo is often easier to trademark than just a picture.
7. The emblem
An emblem logo is a logo where you have words inside a symbol or an icon, kind of like badges, seals, and crests. These logos often look traditional and can make a strong impression. That’s why many schools, organizations, and government agencies like to use them. Even in the car industry, emblem logos are quite popular. Some companies have given the traditional emblem a modern touch, like Starbucks with its famous mermaid emblem or Harley-Davidson with its well-known crest.
But because emblem logos have a lot of details and the name and symbol are tightly connected, they might not work for all situations. If your emblem is too complicated, it won’t look good on small things like business cards, and if you want to put it on hats or shirts, it has to be simple. So, as a general rule, keep your design simple, and you’ll have a strong and bold look that shows you’re a pro.
