Types of Logos
Logos are visual symbols that represent a brand’s identity. They help businesses
establish recognition, communicate their values, and create a lasting impression
on their audience. There are seven main types of logos, each with a unique
design approach.
1. Wordmark (Logotype)
A Wordmark logo consists of the brand’s name written in a distinct and customized
font. It does not include any icons or symbols, relying entirely on typography to create a
unique brand identity. This type of logo works well when the business name is short and
memorable. Companies often use custom lettering, unique spacing, or color variations
to make their wordmark logo stand out.
Examples:
2. Lettermark (Monogram Logo)
A Lettermark logo is a simplified version of a wordmark, using only the initials or an
abbreviation of the brand name. This type of logo is ideal for companies with long or
complex names, making them easier to recognize and remember. The typography in
lettermark logos is often bold and clean, ensuring readability.
Examples:
3. Pictorial Mark (Brand Mark)
A Pictorial Mark logo consists of a standalone symbol or icon that directly represents
the brand. These logos are often simple yet memorable, allowing the brand to be
recognized without the need for text. Many well-known companies use pictorial marks
after establishing strong brand recognition, making their logo instantly identifiable
worldwide.
Examples:
4. Abstract Logo Mark
An Abstract Logo Mark is a unique, non-literal symbol or design that represents the
brand’s values or identity. Unlike pictorial marks, which depict recognizable objects,
abstract logos use geometric shapes or creative designs to convey an idea or emotion.
These logos allow for greater flexibility in meaning and can create a strong visual
impact.
Examples:
5. Mascot Logo
A Mascot Logo features an illustrated character or figure that serves as the brand’s
representative. These logos create a friendly, approachable identity, often used by
family-oriented businesses, sports teams, and food brands. A well-designed mascot
helps build a strong emotional connection with the audience.
Examples:
● KFC – The face of Colonel Sanders, representing the brand’s founder.
● Pringles – Mr. Pringle, a cheerful character with a mustache.
● Michelin – The Michelin Man, made of stacked tires.
6. Combination Mark
A Combination Mark is a logo that includes both text (wordmark or lettermark) and a
symbol or icon. This type of logo offers flexibility, as the company can use the text and
icon together or separately. It helps create a strong brand association by reinforcing the
company name alongside a recognizable visual.
Examples:
● Burger King – Text enclosed within a burger-shaped emblem.
● Doritos – The brand name with a triangular shape representing a chip.
● Lacoste – A green crocodile alongside the brand name.
7. Emblem Logo
An Emblem Logo consists of text placed inside a symbol, badge, or crest. These logos
often have a traditional and official appearance, making them popular among
universities, government organizations, and luxury brands. Emblem logos usually have
intricate details and classic typography, giving them a timeless and authoritative look.
Examples:
● Starbucks – A circular badge featuring a mermaid (siren) with the brand name.
● Harley-Davidson – A shield-shaped emblem with bold typography.
● BMW – A round logo with a blue-and-white checkered pattern representing its aviation
heritage.