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The 7 Different Types Of Logos & How To Use Them

Stuart Crawford

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It is essential to understand the 7 different types of logos and when to use them. Each type has strong and weak points - Need professional help?

The 7 Different Types Of Logos & How To Use Them

Ever wonder why some logos stick in your mind like superglue while others slide off like water on a duck's back? That is not due to luck or chance. 

There is a method to making memorable logos, and it begins with fully understanding the different kinds out there.

This guide will lead you in-depth through logo design, discussing the seven different types that make up the visual landscape of branding. 

Whether you are a would-be designer who wants to get your feet wet, a business owner ready to refresh your brand, or simply anyone curious about the symbols surrounding your day – you're in for a treat.

We will break down each type of logo by discussing strengths, weaknesses, and best practices for using them. Along the way, we'll sprinkle in real-life examples and insider tips so that you understand how these logos get their magic working in the wild.

Ready to become a logo ninja? Let's plunge in and start unravelling the mystery of these influential visual ambassadors!

The Power of Logos in Branding

Brand Identity Design Logos

First, let's look at why logos even matter that much to begin with. 

Think about it: How do brands cut through the noise in a world bombarded with thousands of marketing messages daily? That's right – with a solid visual identity. And right at that identity's heart? 

You guessed it: the logo.

A logo serves as a silent ambassador for the brand. It is often the first thing people notice and the last thing they remember. It's the face of your company, the visual shorthand that sums up your entire brand essence in one neat little package.

The Psychology Behind Logos

Yet the logotype is something more than a pretty picture; logos are powerful psychological gadgets. Colours, shapes, and symbols tap into our subconscious, evoking feelings and associations we're unaware of.

Do you know that rounded logos tend to feel friendlier and more approachable? Or is the colour blue often associated with trust and reliability? It's these kinds of unconscious suggestions that great designers tap into to make logos that work deeper. 

Logos in the Digital Age

Logos need to work harder today than at any other time in history. They must look great, from a tiny smartphone display to a giant billboard, be instantly recognisable from social media feeds, and be flexible enough to fit into new platforms and technologies we have yet to dream of.

That is why it is essential to understand the different types of logos and when to use them. Each type has strong and weak points, and whether you make the right choice means an instant win or failure for your brand identity.

Now, are you ready to get to know the magnificent seven? Great, let's delve deep into each type of logo one by one.

1 – Wordmarks: When Words Speak Louder Than Pictures

Examples Of Wordmark Types Of Logos

Think of a logo that just solely has the name. No whiz-bang symbol, no weird abstract shape – the company name styled in one singular, memorable way. That's a wordmark in a nutshell.

Wordmarks, called logotypes, are the most simple form of logo design. Don't let that simplicity fool you, however. These text-only logos can become incredibly powerful when done right.

The Strengths of Wordmarks

Why would a firm choose a wordmark over other logotypes? There are a couple of good reasons:

  1. Brand Name Recognition: Wordmarks put your brand name front and centre. A wordmark can be a great choice if you're a new company looking to build name recognition or have a unique and memorable name.
  2. Simplicity: Sometimes simplicity says it all in a world steeped in complex designs. A clean, well-designed wordmark may be refreshingly straightforward.
  3. Versatility: Wordmarks often translate well across different mediums and sizes, from business cards to billboards.
  4. Timelessness: A well-designed wordmark can stand the test of time, requiring minor tweaks over the years to keep it current.

When to Use Wordmarks

Wordmarks work exceptionally well in the following scenarios:

  • When your company name is short and distinctive
  • If you are working in an industry that relies on trust and clarity, such as law or finances,
  • When you want to raise strong brand name recognition,
  • If your company name is your brand, consider personal or eponymous companies.

Real-Word Wordmark Examples

Let us take a look at some famous wordmarks and what makes them work:

  • Google: Playfully written multi-coloured letters perfectly capture the fun, innovative spirit of the company.
  • Coca-Cola: This script, essentially unchanged since the early 1880s, stands to testify to the enduring potential of a great wordmark.
  • FedEx: It's simple if one takes a cursory look at it. However, upon closer notice, an arrow between the ‘E' and ‘x' proves to be a nice touch to forward movement and precision.
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Corporate Logos Coca Cola

The Art of Crafting a Wordmark

Designing an effective wordmark is more than just choosing a nice font. Effective typography, spacing, and colour must reflect your brand personality.

Some considerations for designing a wordmark:

  • Font Choice: The typeface you select says volumes for your brand. Serif fonts often convey tradition and reliability, while sans-serif fonts feel more modern and clean.
  • Customisation: Most wordmarks use custom lettering to give them a distinctive character.
  • Spacing: The Space between letters can make or break how your wordmark reads and feels.
  • Colour: Colour can add character and make your wordmark pop. Remember that it should work in black and white, too.

The Challenges of Wordmarks

As much power as wordmarks offer, they're not without their downsides:

They can be hard to make distinctive if your company name is familiar or generic. They can also not work well for companies with long names. They do not offer a dissociated symbol that can be used independently, such as on a favicon or an app icon.

Despite the challenges, wordmarks remain a favourite for many brands due to their efficiency. Appropriately done, wordmarks can yield a strong brand identity that is truly memorable.

2 – Lettermarks: When Less is More

Types Of Logos Lettermarks Example

Next up, let's switch gears and get chatty about the other L – lettermarks. If wordmarks are about spelling it out, then lettermarks are all about abbreviation.

A lettermark, a monogram logo, is a stylised representation of a brand using its initials or abbreviations. Think HBO, IBM, or NASA. Logos takes the “less is more “approach” to the ultimate extreme, distilling a brand to just its essence.

Why Choose a Lettermark?

However, lettermarks have a few unique advantages that make them the go-to choice for many brands, including: 

  • Simplicity: In an over-informed world, sometimes the best way to cut through the noise is with stark simplicity; 
  • memorability: A well-designed set of initials can be extremely easy to remember and recognise; 
  • Versatility: lettermarks often work at tiny sizes, making them ideal for favicons, app icons, and other miniature applications.
  • Professionalism: There's just something innately sophisticated about a sleek monogram, which is why so many luxury brands employ this style.

When Lettermarks Make Sense

Lettermarks can be a great choice under several circumstances, such as the following:

  • When your company name is long or hard to pronounce
  • If an acronym commonly refers to your brand
  • When you want to build a sense of simplicity and sophistication
  • If you need a logo that will work well at tiny sizes

Lettermarks in Action

Let's take a closer look at some famous lettermarks and what makes them tick:

  • IBM: This logotype's bold, horizontal stripes hint at speed and dynamism. It's pretty much the only thing one needs more of when it comes to technology.
  • LV (Louis Vuitton): This intertwined monogram has grown to be a status symbol in its own right, adorning luxury goods across the globe.
  • HBO: The simple, circular design feels like a spotlight, fitting for a company that deals in the entertainment industry.
Louis Vuitton Logo Design

How to Create the Perfect Lettermark

Designing an effective lettermark is a subtle art. The following are some key considerations: 

  • Legibility: The letters should be legible first and foremost, even when they are tiny. 
  • Uniqueness: Making your lettermark distinctive with just a few letters is crucial. 
  • Balance: The relationship of the letters is essential. They should work together in harmony.
  • Negative Space: Many amazing lettermarks also use the negative Space between or within letters to create added meaning.

The Possible Downsides of Lettermarks

As much as lettermarks can be powerful, there are some downsides to think about:

  • They are ineffective in cases where the brand is new or unknown since they would want immediate name recognition.
  • There is a possibility of moving on to being too similar to another brand if you share familiar initials.
  • They can often come across as cold or impersonal compared to other logos.

How to Make Lettermarks Work for You

If you are interested in a lettermark for your brand, here are some ways that you can make it work for you:

  1. Be Creative With Typography: Custom lettering can help separate your lettermark from the masses.
  2. Consider Negative Space: Could you hide a more subtle symbol or even additional meaning between the spaces of your letters?
  3. Think About Context: How will your lettermark look when it's on various backgrounds and applied differently?
  4. Not to Forget Colour: Yes, most of the lettermarks are in one or two colours. However, the impactful use of colour can introduce personality and meaning.
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A great lettermark is more than just two or three initials; it's a tiny work of art – a summary of your brand. If well done, it will be iconic and may endure beyond any passing fashion.

3 – Pictorial Marks: A Picture's Worth a Thousand Words

Pictorial Logos Examples

Now, let's talk about pictorial marks. These are those logos in which you say, “Ah, I know that brand!” without seeing a name.

Also popularly called logo symbols, pictorial marks are iconic, graphic-based logos. They're the Apple Apple, Target's target, the Nike swoosh. Through these logos, a simple, recognisable image is used to represent the brand.

The Power of Pictorial Marks

Why would a brand choose a pictorial mark? There are several compelling reasons for that: 

  • Universality: A well-designed pictorial mark can transcend languages and thus can be used by global brands. 
  • Instant Brand Recall: Once well-established, pictorial marks can be recognised instantly, even from a distance or at tiny sizes. 
  • Storytelling: These logos often tell a story or reflect a vital part of the brand in visual form.
  • Flexibility: Pictorial marks can often stand alone as a brand element, working well across various media and applications.

When to Use Pictorial Marks

Pictorial marks do exceptionally well in the following scenarios:

  • When there are strong visual associations present within the brands
  • If you need to develop an iconic, strong brand presence
  • If your brand is present globally and must work through language barriers
  • When you have a precise yet simple concept that will represent your brand

Iconic Pictorial Marks

Let's take a look at a few famous pictorial marks and what makes them work: 

  • Apple: The simple, bitten apple is so elegant, memorable, and loaded with symbolism-knowledge, forbidden fruit, Alan Turing's tragic story. 
  • Twitter: The cheerful bluebird defines the concept of short, fast messages “tweeted” to the world. 
  • Shell: The symbol representing the shell has changed through the years but has always been instantly recognisable, even without the company name.
History Of Shell Logo

The Art of Creating Pictorial Marks

Designing an effective pictorial mark requires a balance between simplicity and meaning. Key considerations are as follows:

  1. Simplicity: The image must be simple enough in form to be recognisable at a glance and small in size.
  2. Relevance: Your chosen image must be relevant to your brand or industry.
  3. Uniqueness: Your pictorial mark must be differentiated from competitors and unique and distinctly you.
  4. Scalability: The logo should be legible when very, very large and when very, very small.

Challenges of Pictorial Marks

Of course, pictorial marks can be very effective, but they come with their own set of challenges:

  • These are difficult to reproduce for new or lesser-known brands as they depend on strong brand recognition to make them work independently.
  • There is a risk of being too abstract or unclear in case of an inappropriate choice of symbol.
  • They may have to be accompanied by a wordmark until brand recognition has set in.

Making Pictorial Marks Work for You

If you are considering a pictorial mark for your brand, here is how you can make it work for you:

  1. Start with Meaning: Use an image that has real meaning to your brand, not just because it looks nice.
  2. Embrace Simplicity: The most iconic pictorial marks are often the simplest. Don't try to pack too much in one image.
  3. Test at Various Sizes: Your logo should look great on a billboard, just as it would on a favicon.
  4. Consider Cultural Implications: If you are an international brand, then take the time to make sure that your symbol is not viewed as harmful in other cultures.
  5. Plan for Longevity: Trends come and go, but a tremendous pictorial mark should stand the test of time.

Remember that a pictorial mark is not just a pretty picture but an immediate and powerful symbol synonymous with your brand. If done correctly, it can communicate in the blink of an eye.

4 – Abstract Marks: When Symbols Speak Louder Than Words

Types Of Abstract Logos

Now, let's get abstract. If pictorial marks are about recognisable images, an abstract mark takes it to a whole new level, using symbolism.

Abstract marks are logotypes that do not represent a recognisable object from the real world. Instead, it relies on shapes, forms, and colours to create a unique visual that symbolises the essence of your brand.

The Allure of Abstract Marks

Why would a brand choose an abstract mark? For several quite compelling reasons, including the following: 

  • Uniqueness: Because abstract marks can be unique, they don't risk being confused with another brand. 
  • Flexibility: Logos can represent companies with diverse lines of products or services that could be challenging to encapsulate within one concrete image. 
  • Emotion and Feeling: Abstract marks can evoke emotions and feelings that are hard to capture with more literal imagery.
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When your brand constantly evolves, an abstract mark can evolve in meaning much more quickly than a pictorial mark.

When Abstract Marks Shine

Abstract marks are highly potent in the following cases:

  1. When the product or service being rendered by you is generic or too technical
  2. When what you want to create is a feeling or an emotion rather than represent a thing
  3. In the case of a crowded market where you need to stand out
  4. When your brand values are abstract concepts such as innovation or synergy

Abstract Marks in the Wild

Let's take a closer look at a few famous abstract marks and why they work:

  • Pepsi: The red, white and blue circle has evolved but has always represented energy and movement.
  • Adidas: The three stripes, given different designs over the decades, suggest action and achievement.
  • BP: The green and yellow sunburst conveys energy and environmentalism, which has perhaps been debated since oil spills.
Sustainable Rebranding Trends Adidas Example

Designing Engaging Abstract Marks

Designing successful abstract marks is a subtle blend of forms and meaning. Following are a few keys to keep in mind:

  1. Simplicity: Even abstract forms should be simple enough to be memorable and versatile.
  2. Colour: In abstract designs, colour often carries much meaning and emotion.
  3. Balance: The composition of shapes and forms should be appealing and balanced.
  4. Meaning: Although abstract, it needs to have some significance or meaning to your brand's values or persona.

The Challenges of Abstract Marks

While the Abstract mark can be so powerful, it also brings its challenges:

  • They can be challenging for new brands since it requires more effort to build recognition and association.
  • The risk is that it will be too vague or meaningless if poorly designed.
  • They can be abstract enough to require a wordmark alongside them to get brand identity across, at least in its initial stages.

How to Make Abstract Marks Work for You

In case an abstract mark is a serious consideration for your brand, then here goes : 

  1. Start with Brand Values: What are the main concepts or feelings you want to attempt to convey? Let these guide your design.
  2. Use Colour with Intention: Color can carry much weight in an abstract design. Pick your palette with purpose.
  3. Consider Movement: Most progressive abstract marks have considered motion. How might your logo be in movement or morph?
  4. Test for Recognition: Show others your design and ask what makes them think and feel. Is that in line with your brand's intention?
  5. Think long-term: Abstract design is going through trends that come and go. Try to create something that will feel relevant for many years.

An abstract mark is simply a blank canvas for a personality to be applied. In that sense, it's a unique and solid way to identify a brand's difference visually.

5 – Mascot Logos: Bringing Your Brand to Life

Mascot Logo Types Examples

Now that we've gotten serious let's inject some personality into our examination of the logo. Enter the mascot logo: the warm smiles of the branding world.

Mascot logos are when illustrated characters are used to represent your brand. They're the KFC Colonel, the Michelin Man, the Duolingo owl. These logos put a face, most of the time, a fun cartoon-like face to your company name.

The Allure of Mascot Logos

Why would a brand choose a mascot logo? Consider more engaging reasons for their appeal: attention to personality, memorability, and versatility.

  • Personality: Instantaneously, mascots give your brand personality and character, which clients can associate with.
  • Memorability: Characters are easier for people to remember and associate emotionally than abstract symbols.
  • Versatility: Mascot logos could be animated, set in different poses or fashions, and used across various marketing materials to communicate your brand.
  • Appeal to Children: Mascots are very effective for brands targeting families or children.

When Mascot Logos Work Best

Mascot logos are especially bound to function effectively in the following cases:

  1. When a brand has to appear friendly and approachable
  2. When targeting a younger audience or families
  3. If you want to establish a distinctive character for your brand
  4. For brands in the entertainment, food, or service industries

Remembering Mascot Logos

Let's look at some well-known mascot logos and why they work:

  • Mr. Clean: Looking just like the embodiment of cleanliness and muscle, this bald white t-shirt guy encompasses those principles. 
  • The Pillsbury Doughboy: Decades have passed since this chubby, giggling man got people smiling and coveting baked goods. 
  • Linux Penguin: One of the most recognisable figures in the open-source world, this little penguin named Tux is softening the cold steel with his cute face. 
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Mr. Clean Branding Mascots

How to Create an Interesting Mascot Logo

Creating an excellent mascot logo requires both art and strategy. Here are some considerations to be kept in mind when designing a mascot: 

  1. Character Design: This would be your mascot, which should be pleasing to the eyes and about your brand's personality. 
  2. Simplicity: Even though mascots can be complex, they must work well while being simplified into different uses. 
  3. Personality: Think about the history and character traits of your mascot. These will help explain how it will be applied to your branding.
  4. Longevity: Trends in character design come and go; try to design a mascot that won't become obsolete prematurely. 

Pitfalls with Mascot Logos 

Though mascot logos can be cute and successful, there are some caveats associated with them, including: 

  • They won't always fit every industry, especially if the industry needs to seem serious or professional. 
  • Sometimes, mascots can overwhelm the brand if not appropriately treated.
  • They work well when the character is used consistently and developed for a specific time.

How to Make Mascot Logos Work for You

In case you are considering a mascot logo for your brand, here is how to get it working for you below;

  1. Alignment with Brand Values: Your mascot should represent the personality and values of your brand.
  2. Consider Animation: Consider how your mascot might move and interact in today's digital world.
  3. Plan for Various Uses: Your mascot must work in several poses and on various marketing materials.
  4. Be Inclusive: Ensure your mascot doesn't alienate a portion of your audience.
  5. Evolve Carefully: If it's essential to evolve your mascot over time, do it gradually so it is still recognised.

Remember that a mascot logo is more than just a cute character; it's a brand ambassador and has the power to stir strong emotional bonds between your audience and your brand. If done right, it can be an icon everybody comes to love, associated with positive experiences of your brand.

6 – Combination Marks: The Best of Both Worlds

Combination Mark Logos Examples

Now, about those signs that marry the power of the word with that of the image. Welcome to combination marks.

The name says it all. Combination marks bring a wordmark or lettermark together with a pictorial mark, an abstract mark, or a mascot. They're the Burger King hamburger coupled with text, the Lacoste crocodile paired with the name, and the Doritos chip with the lettering.

The Power of Combination Marks

Why would a brand use a combination mark? Some compelling reasons support this option: 

  • Clarity: The text clarifies who the brand is, and the symbol brings an interesting graphical touch that adds meaning. 
  • Flexibility: Elements can often be used together or separately, carrying flexibility for different uses. 
  • Reinforcement: Both text and symbol reinforce one another in brand identification and recall.
  • Transition: For new brands, Combination marks can ultimately build recognition of the symbol to stand on its own.

Where Combination Marks Shine Bright

Combination marks do shine in some very particular cases. The combination mark works wonders in the following situations :

  1. When your brand is new and needs to establish the name along with a visual symbol,
  2. If you want the flexibility to use either text or symbol separately,
  3. In case your brand name and its visual element hold equal importance to your identity.
  4. When you want to communicate what your brand does instantly, you need an icon that will be super memorable.

Combination Marks in Action

Check out some famous combination marks and what makes them purr:

  • Starbucks: The type and mermaid icon has evolved. The latest version has liberated the mermaid to stand independently in some applications.
  • Toblerone: The mountain peak echoes the chocolate bar's shape, and the bear hidden in the mountain links to its origins in Bern, Switzerland.
  • Dunkin': The name is reduced to its simplest form, and combined with the coffee cup, it produces a straightforward, immediately recognisable logo that works well across a wide range of applications.
Starbucks Emblem Logo Design

Designing Effective Combination Marks

The best combination marks are those where the elements feel integrated rather than stuck. Here are a few key considerations when building an excellent combination mark:

  • Integration: Text and symbol work in harmony, not as if the text were separate from the symbol.
  • Balance: Neither text nor symbol should be overpowered unless done on purpose.
  • Scalability: Both text and symbol must be readable and identifiable in most sizes.
  • Separability: Sometimes, it works when the elements stand alone if needed.
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The Challenges of Combination Marks

Combination marks can be very effective, yet they carry their problems:

  1. They can be more intricate to design and may take more finesse to make them work.
  2. If they are not well balanced, there is the possibility of creating clutter in your logo.
  3. Making it work when using them in tiny formats can be problematic since both elements need to be there.

How to Make Combination Marks Work for You

Here are some things to remember if you're looking into a combination mark for your brand:

  1. Start with Purpose: Explain why you combine elements and what each should contribute.
  2. Consider Hierarchy: Which element should draw the eye first? It would depend on your brand strategy.
  3. Plan for Flexibility: Design with several uses in consideration and how the elements may have to be used separately.
  4. Test Extensively: Check how your logo works across different sizes, mediums, and backgrounds.
  5. Think Long-Term: Consider how your logo might look in five to ten years. Could the symbol ever stand alone?

Remember that a combination mark is like a dynamic duo for your brand because when text and symbol work together harmoniously, a powerful and versatile logo serving your brand over the years can be created.

7 – Emblems: The Timeless Classics

Emblem Types Of Logos Explained

Last but by no means least, let's enter the realm of the emblem logos – the statesmen elders of the logo world.

Emblem logos tend to be composed of text intertwined into a symbol or icon, many of which take the form of a badge, seal, or crest. Think of the Warner Bros badge or the iconic Harley-Davidson bar and shield.

The Allure of Emblem Logos

Why would a brand choose an emblem logo? Some exciting reasons are the following: 

  • Traditional feelings since emblems are likely to invoke feelings of history, tradition, and stability. 
  • Authority: Emblems' official, badge-like quality can infuse a brand with authority and credibility. 
  • Memorability: Emblems are so unique in shape that it can make them super memorable. 
  • Detailed branding: Emblems can carry more detail than other logos forms, making way for rich storytelling. 

When Emblem Logos Work Best

Emblems logos can work in the following scenarios: 

  1. If a brand wants to suggest a sense of heritage or history, 
  2. When an industry that relies on ‘trust' or ‘authority' is involved, such as education or government; 
  3. When an organisation's sense of community or belonging must be conveyed, such as with sports teams; 
  4. If you want a logo that can double as a seal or stamp, 

Iconic Emblems Logos

Let's take a closer look at some famous emblem logos and what makes them tick: 

  • BMW: The instantly recognisable circular emblem with a segmented blue and white centre is full of meaning.
  • Harvard University: The veritas (truth) shield emblem speaks volumes about its tradition, prestige, and academic excellence.
  • Stella Artois: The elaborate emblem tells the story of the brand's long brewing history and attention to detail.
Stella Artois Logo Design

Creating Appealing Emblem Logos

Creating an effective emblem logo is a balancing act between detail and clarity. Some of the more critical aspects to consider include:

  • Shape: The overall shape of your emblem – circle, shield, etc. – should fit your brand personality.
  • Legibility: Although this might be somewhat more detailed, an emblem's typography must be legible.
  • Scalability: Emblems must function at very large and very small sizes, which can become problematic for more detailed designs.
  • Timeless: A modern trend rarely appears in an emblem design; instead, they often look classic and timeless.

The Challenges of Emblem Logos

Aside from the benefits, emblem logos can be bold and unique, but they have their challenges, too:

  • They are less versatile than other logotypes; they tend to be challenging to work when resized to a tiny size or in some applications.
  • The detailed nature of emblems can make them more difficult and expensive to reproduce in some mediums.
  • They may feel too formal or traditional for some modern or casual brands.

Making Emblem Logos Work for You

If you are considering an emblem logo for your brand, here are a few tips:

  1. Simplify: While emblems can include more detail than other logotypes, resist the urge to overcomplicate.
  2. Consider Variations: You'll want to create simplified versions of your logo, depending on when smaller sizes or more challenging applications need consideration.
  3. Balance Tradition and Modernity: Even the most classical emblems benefit from refreshing touches that make them feel modern.
  4. Use Space Wisely: Every element in your emblem should serve a purpose, adding to the overall message.
  5. Think in Black and White: Your emblem should be usable sans colour, as it might be required to print in monochrome.
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Also, remember that an emblem logo is a seal signature for your brand: it might speak volumes for history, command respect, and show attention to detail. And if done correctly, it may be timeless, standing for quality and trust.

Choosing the Right Logo Type for Your Brand

Mastercard Logo Design Rebrand

Now that we've explored all seven types of logos, you might be wondering: “Which one is right for my brand?” Like many things in branding, the answer is that it depends.

Factors to Consider

When choosing a logotype, consider these key factors:

  1. Brand Personality: Is your brand playful or serious? Modern or traditional? Your logo should reflect this personality.
  2. Industry: Some logotypes work better in specific industries. For example, law firms rarely use mascot logos, while children's brands often do.
  3. Target Audience: Who are you trying to appeal to? Different demographics may respond better to different logotypes.
  4. Brand Name: A wordmark might work well if you have a unique, memorable name. Suppose it's long or familiar; lean towards a symbol or lettermark.
  5. Usage: Consider where and how your logo will primarily be used. Some logotypes work better on the packaging, others on digital platforms.
  6. Longevity: Think about how your brand might evolve. Will your chosen logotype still work in 5, 10, or 20 years?
  7. Competitors: Look at what others in your industry are doing. You want to stand out, not blend in.

The Logo Selection Process

Choosing the best logo type isn't a decision to be made lightly. Here's a process you might follow:

  1. Research: Look at logos in your industry and beyond. What resonates with you?
  2. Brainstorm: Sketch out ideas for different logo types. Don't judge, explore.
  3. Get Feedback: Show your ideas to others. What emotions or ideas do they evoke?
  4. Test: Try out your top contenders in different applications and sizes.
  5. Refine: Once you've chosen a direction, refine and perfect it.

Mixing and Matching

Remember, these seven types aren't rigid categories. Many great logos combine elements from different types. The Starbucks logo, for instance, has aspects of a pictorial mark, an emblem, and (in some versions) a wordmark.

The Role of a Designer

While understanding logotypes is valuable, creating a great logo is a skill that takes years to master. Working with a professional designer can help ensure your logo is the right type but also well-executed and compelling.

Evolving Your Logo

Finally, keep in mind that logos can evolve. Many brands start with one logotype and gradually shift to another as they become more established. The key is to make changes thoughtfully and progressively to maintain brand recognition.

Conclusion: The Art and Science of Logo Design

Through our journey in the world of logo design, we learn that logos are something more than pretty pictures-they are potent tools of communication that distil the essence of a brand into a single, memorable mark.

From the simplicity of a wordmark to the personality of a mascot, from the symbolism of a pictorial mark to the tradition of an emblem, logotype offers unique strengths and challenges. The most important thing is fitting your brand correctly in such a manner that not only looks good but tells your story, connects with your audience, and stands the test of time.

What to keep in mind is that there is no one-size-fits-all solution in logo design; what works for one brand could be entirely wrong for another brand. It is about understanding your brand, audience, and goals, then choosing the logotype or the combination of types to serve those needs best.

Follow these insights as you set forth your logo design journey for your business, project, or personal brand. Experiment with exploration and get creative to the point where thinking outside the box won't be complicated. The genuinely iconic logos often break the rules in clever, purposeful ways.

Ultimately, the best logo is one that resonates with your audience and is genuinely reflective of your brand. It finds a delicate balance between being both an art and a science, creative yet strategic. When done correctly, it becomes something more than just a logo; it becomes an icon of the experiences, values, and qualities that make your brand unique from all the rest.

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So go ahead and design. Your perfect logo is out there, waiting for you to find it. And who knows, perhaps someday we will use your logo as an example of great design in articles like this one.

Frequently Asked Questions

What are the seven different types of logos?

The seven main types of logos are wordmarks, lettermarks, pictorial marks, abstract marks, mascot logos, combination marks, and emblems. Each type has strengths and is suited to different brand needs and contexts.

Can I combine different logotypes?

Absolutely! Many successful logos are hybrids. Combination marks, for instance, blend wordmarks or lettermarks with pictorial or abstract elements. The key is to ensure the combination works harmoniously and effectively represents your brand.

How do I know which logo type is best for my brand?

The best logo type depends on your industry, target audience, brand name, and long-term goals. Consider your brand's personality, where the logo will be used most often, and how established your brand is. New brands might benefit from combination marks, while well-known brands could use standalone symbols.

Are certain logotypes more expensive to design than others?

More complex logotypes like detailed mascots or intricate emblems can be more time-consuming and potentially expensive. Simple wordmarks or lettermarks might be less costly, but remember that the value lies in the concept and execution, not just the complexity.

How do logotypes differ in their scalability?

Some logotypes scale better than others. Wordmarks, lettermarks, and simple pictorial or abstract marks often scale well from large to small sizes. Detailed emblems or mascots might lose detail at tiny sizes. Testing your logo at various sizes during the design process is crucial.

Can my logo evolve from one type to another over time?

Yes, many brands evolve their logos over time. For example, a brand might start with a combination mark (name + symbol) and gradually move to use just the symbol as it becomes more recognised. Starbucks is an excellent example of this evolution.

Are some logotypes better suited for digital use?

All logotypes need to work well on screens in the digital age. However, simple, bold designs like lettermarks or abstract marks often work particularly well as app icons or favicons. Responsive logos have variations for different digital contexts and are becoming increasingly common.

How important is colour in different logotypes?

Colour is essential in all logotypes, but its role can vary. In wordmarks or lettermarks, colour can add a distinctive personality. Colour is crucial in the symbol's impact and meaning in pictorial or abstract marks. However, all good logos should also work well in black and white.

Can a small business use any logotype, or are some better for more giant corporations?

Businesses of any size can use any logotype, but some considerations apply. Smaller companies might benefit from wordmarks or combination marks to establish name recognition. Larger corporations have the brand recognition to use standalone symbols. The key is choosing a logotype that best represents your brand and resonates with your audience, regardless of size.

How do different cultures respond to various logotypes?

Cultural considerations are essential in logo design. Symbols can have different meanings in different cultures, so pictorial marks need careful consideration for global brands. Wordmarks need adaptation for different alphabets. Abstract marks can sometimes transcend language barriers, making them useful for international brands.

Are there trends in logotypes? Should I follow them?

Like all design fields, logo design sees trends. For example, simplified, flat designs have been popular in recent years. While it's good to be aware of trends, choosing a logotype that authentically represents your brand and will stand the test of time is more critical. Chasing trends can lead to a logo that quickly looks dated.

How do different logotypes work with taglines or slogans?

All logotypes can work with taglines, but some accommodate them more easily. Wordmarks and lettermarks can often incorporate taglines smoothly. Combination marks might include a tagline as part of the text element. For pictorial marks, abstract marks, or emblems, taglines usually sit separately but complement the logo. The key is maintaining a hierarchy where the logo remains the focal point.

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Written By
Stuart Crawford
Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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