Types

of Logos
The comprehensive study of marks composed by Zain Wirasat
Importance of Logos
Your logo is the face of your brand and the foundation of your identity. It's the
first thing people see and remember, making it crucial for building trust and credibility. Invest in a strong
logo that accurately represents your company and leaves a lasting impression on your audience. But did
you know there are 7 different types of logos?

Abstract Mark Mascot Mark Combination Mark Emblem Mark

Lettermark or Monogram Pictorial Mark Wordmark

Types of Logos
Here are the 7 types of logos you need to know about:

1-Monogram or Lettermark Logos

2-Wordmark Logos
3-Pictorial mark Logos
4-Abstract mark Logos
5-Mascot mark Logos
6-Combinaiton mark Logos
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.

When to use lettermark Logos:

Consider a lettermark logo if your business happens to have a long name. Condensing the business name
into initials will help simplify your design and likewise, customers will have an easier time recalling your
business and your logo.
2-Wordmark Logos
Similar to a lettermark, 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.

Also, like with a lettermark logo, typography will be an important decision. Since the focus will be on your
name, you’ll want to pick a font—or create a font—that captures the essence of what your business does.
For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government
agencies almost always stick to traditional, “heavier” text that feels secure.
When to use Wordmark Logos:
A wordmark is a good decision if you’re a new business and need to get your name out there, just make
sure that name is short enough to take advantage of the design. Anything too long can look too cluttered.
A wordmark logo is a good idea if you have a distinct business name that will stick in customers’ minds.
Having your name in a great, designed font will make your brand all the stickier.

Both lettermark and wordmark logos are easy to replicate across marketing material and branding thus
making them highly adaptable options for a new, and developing, business.
3-Pictorial mark Logos
A pictorial mark (sometimes called 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 what image to choose. This is
something that will stick with your company its entire existence. You need to think about the broader
implications of the image you choose: do you want to play on your name (like John Deere does with their
deer logo)? Or are you looking to create deeper meaning (think how the Snapchat ghost tells us what the
product does)? Or do you want to evoke an emotion (as the World Wildlife foundation does with their
stylized image of a panda—an adorable and endangered species)?
When to use Pictorial Logos:
A pictorial mark alone can be tricky. It’s effective if you already have an established brand but that’s not a
hard and strict rule. You can use brandmarks to your advantage to convey what your business does
graphically if your name is too long, and they can also be used effectively to convey a desired idea or
emotion.

Pictorial and abstract marks also work quite well for global commerce if, for example, a business name
doesn’t lend itself well to translation.
A pictorial mark however may not be the best idea if you anticipate changes to your business model in the
future. You may start off selling pizzas and use a pizza in your logo but what happens when you start to
selling sandwiches or burgers, or even produce?
4-Abstract mark Logos
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-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols,
abstract marks work really well because they condense your brand into a single image. However, instead of
being restricted to a picture of something recognizable, abstract logos allow you to create something truly
unique to represent your brand.

The benefit of an abstract mark is that you’re able to convey what your company does symbolically,
without relying on the cultural implications of a specific image. Through color and form, you can attribute
meaning and cultivate emotion around your brand. (As an example, think about how the Nike swoosh
implies movement and freedom).
When to use Abstract Logos:
Abstract marks allow you to create a completely unique image for your business, but are best left to design
professionals who understand how color, shape and structure combine to create meaning.
5-Mascot mark Logos
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

A mascot is simply an illustrated character that represents your company. Think of them as the
ambassador for your business. 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!
When to use Mascot Logos:
Think about creating a mascot if you are trying to appeal to young children or families. One big benefit of a
mascot is it can encourage customer interaction so it’s a great tool for social media marketing as well as
real-world marketing events. I mean, who doesn’t want to take a selfie with the Pillsbury Doughboy?

Remember that a mascot is only one part of a successful logo and brand, and you may not be able to use it
across all your marketing material. For example, a highly detailed illustration may not print well on a
business card.
6-Combination mark Logos
A combination mark is a logo comprised of a combined wordmark or lettermark 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 Dove, Lacoste
and Rolex.

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.
When to use Combination Logos:
A combination mark is a great choice for pretty much any business out there. It’s versatile, usually highly
unique, and the most popular choice of logo among prominent companies.
7-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. The auto industry is also very fond
of emblem logos. While they have a classic style, some companies have effectively modernized the
traditional emblem look with logo designs fit for the 21st century (think of Starbucks’ iconic mermaid
emblem, or Harley-Davidson’s famous crest).

But because of their lean towards higher detail, and the fact that the name and symbol are rigidly
entwined, they can be less versatile than the aforementioned types of logos. An intricate emblem design
won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small
before it becomes too difficult to read. Also, if you plan on embroidering this type of logo on hats or shirts,
then you’ll really have to create a design that is on the simple side or it just won’t be possible. So as a rule
keep your design uncomplicated and you’ll walk away with a strong, bold look that’ll make you look like the
consummate professional.
When to use Emblem Logos:
An emblem’s traditional look might be favored by lots of public agencies and schools but it can also serve
any up-and-coming private business quite well, especially those in the food and beverage industry: think
beer labels and coffee cups (Starbucks!). But remember to play it safe when it comes to detail. You still
want a design you’ll be able to print neatly across all of your marketing material.