Though all brandmarks are made up of typography and/or images, each category of logo gives your brand a different feel and evokes different emotions. And since your logo is generally the first thing new customers will see, we want to help you get it right. Below are seven types of logo categories and things to consider when you’re trying to figure out which will work best for your organization. Of course, we will work with you and ask questions to figure out which mark will ultimately serve you best, but this article gives you the basics of different logo styles.
Wordmarks (or logotypes)
A wordmark or logotype is a font-based logo that focuses on a business’ name alone. Think Visa and Coca-Cola. Wordmark logos work really well when a company has a succinct and distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
A wordmark is a good option if you’re a new business and need to get your name out there. It's also a good choice if you have a distinct business name that will stick in customers’ minds. Having your name in a well-designed font will make your brand that much stickier.
Monogram logos (lettermarks)
Monogram logos consist of letters, usually brand initials, like IBM, CNN, HP, or HBO. We don't recommend a business just starting out to use a monogram style, unless the complete name of the business is also included in the mark. This style is generally better suited for an established brand's rebrand or as a secondary mark.
Because the focus is on initials, the font chosen (or created) is very important to make sure your logo is not only on-theme with what your company does, but also legible when used in print.
Consider a lettermark logo if your business has a long name or is made of several words. Condensing the business name into initials will help simplify your design and likewise, customers will have an easier time recalling your business name. This is also a good exercise in naming - sometimes the acronym of your business name creates an unintended connotation, like B.A.D. or A.S.S..
Pictorial marks (or logo symbols)
A pictorial mark (sometimes called a brand mark, or logo symbol) is an icon or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
The biggest thing to consider when deciding to go with a pictorial mark is if there is a compelling image associated with your company that will work in a logo.
Abstract logo marks
An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image —like an apple or a bird— it’s an abstract geometric form that represents your business. A few famous examples include the BP starburst logo, the Pepsi divided circle and the striped Adidas flower. The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the definitions of a specific image. Through color and form, you can attribute meaning and cultivate emotion to create something truly unique to represent your brand.
Mascots
Mascot logos involve an illustrated character. Often colorful and sometimes cartoonish or playful, the mascot logo provides a built-in representative of your brand. 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 lettermark and a pictorial mark, abstract mark, or mascot. Some well-known combination mark logos include Doritos, Burger King and Lacoste.
Because a name is associated with the image, a combination mark is a versatile choice with both the text and icon or mascot working together to reinforce your brand. With a combination mark, people will also begin to associate your name with your pictorial mark or mascot right away! In the future, you may be able to rely exclusively on a logo symbol, and not have to always include your name. Also, because the combination of a symbol and text creates a distinct image together, this type of logo is usually easier to trademark than a pictorial mark alone.
The emblem
An emblem logo consists of font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact, thus they are often the go-to choice for many schools, organizations or government agencies, however, some companies, like Starbucks and Harley Davidson, have effectively modernized the traditional emblem look.
No matter the type of logo style you choose, we’re ready to help build your brand into the best it can be!