Logo design is a visual representation of a business or organisation. It serves as a symbol that helps people identify and remember the brand. However, logos can come in different forms, each with a distinct look and feel.
There are several types of logos, and they all use a different combination of typography and images. The type of logo you choose can affect how your brand is perceived, so it’s essential to select the right one.
If you’re interested in learning more about logo types and how to choose the best one for your business, we will get you covered.
7 Logo Types: Examples and Design Elements That Define Each Style
Essentially, there are 7 types of logos that businesses and organisations can use to represent their brand identity. Each type has its unique characteristics, strengths, and weaknesses. Let’s take a closer look at each type of logo and some examples.
01 Wordmark or Logotype
A wordmark or logotype is a type of logo that uses the brand name in a stylized font as the primary graphic element. The font choice, colour, and style of the text are used to convey the brand’s personality and values. Wordmarks work well for brands with a unique or memorable name, or those that want to emphasise the name over any other graphic element.
British Airways’ wordmark logo is a classic example of a wordmark or logotype. The brand name is written in a stylized font with a distinctive blue and red colour scheme.
02 Lettermark or Monogram
A lettermark or monogram is a logo that consists of a few letters, usually the initials of the brand name, arranged in a unique and memorable way. The letters are often stylized to be visually appealing and memorable. It is an effective logo choice for brands with long or complex names, as well as for those wanting to convey a sense of professionalism or exclusivity.
BBC’s lettermark logo is a well-known example of a monogram logo. The letters “BBC” are written in a simple, sans-serif font, and the logo is instantly recognizable.
03 Pictorial or Iconic
In a pictorial or iconic logo, the brand is represented by an image or symbol without any text. The symbol can be abstract or representational, and is often associated with the brand’s industry or values. This type of logo design is useful for brands that want to convey a strong visual identity and be easily recognizable.
The Apple logo is an iconic example of a pictorial logo. The simple, recognizable apple shape with a bite taken out of it represents the company’s focus on innovation and creativity.
04 Abstract
Abstract logos are logos that do not contain recognizable images or text and are formed by abstract shapes or forms. The shape or form can be simple or complex, and is often associated with the brand’s personality or values. Abstract logos are often used by businesses that want to convey a modern, innovative, or artistic image.
Nike’s massive swoosh logo is a well-known abstract logo. The simple and recognizable check mark shape in a distinctive shade of bright green represents the brand’s focus on athletic performance and innovation.
05 Emblem
An emblem logo features the brand name or initials inside a graphic element, often in a circular or shield shape. This type of logo is often used by businesses or organisations with a strong sense of tradition or heritage. Emblems help establish a visual connection between the brand and its history or culture.
The premium car manufacturer Rolls-Royce uses an emblem logo featuring the brand’s name in a distinctive shield shape with a silver and black colour scheme. The emblem represents the brand’s heritage and luxury, and is used on everything from cars to accessories.
06 Mascot
In mascot logos, a character or mascot represents the brand, often in a playful or cartoonish manner. The mascot can be an animal, person, or object, and is often associated with the brand’s personality or values. The role of mascots is to establish an emotional connection between the brand and its target audience.
Churchill Insurance uses a bulldog named Churchill as their mascot, who appears in their advertising campaigns and has become a recognizable symbol of the brand.
07 Combination Mark
A combination mark is a type of logo that combines any of the above types, often using both text and an image or symbol to represent the brand. The text and image or symbol can be used together or separately, depending on the context. The type of logo that conveys multiple aspects of a brand is useful for brands that want to express a variety of identity traits.
The multinational banking and financial services company HSBC uses a combination of a wordmark and an abstract mark, featuring the letters “HSBC” in a serif font and a red hexagon with a white star at the centre.
Designing Your Brand: Tips for Choosing the Right Logo Type
Choosing the perfect logo type for your business can be a daunting task. Here are some tips to help you make an informed decision and boost your brand identity:
- Understand your brand: Before designing your logo, you need to understand your brand’s values, personality, and target audience. Your logo should be a reflection of your brand and resonate with your target audience.
- Consider versatility: Your logo will be used in various formats, including print, web, and social media. It’s important to choose a logo type that is versatile and can be easily scaled and adapted to different formats.
- Research your competition: Research your competitors’ logos to ensure that your logo stands out and is unique. You don’t want your logo to be confused with another brand.
If you are still uncertain about which logo type is the best fit for your business, consider seeking the assistance of our professional logo design agency. We would be happy to discuss your branding needs and provide you with a customised solution that aligns with your business goals.