9 Types of Logos: Which One is Right for Your Business?
Logos serve as a key component of a business’s identity, helping to distinguish it from competitors. A strong logo should effectively convey the brand’s essence while being memorable and versatile across various contexts, whether it’s on a billboard or on our screens. Creating the perfect logo is a vital step for small business owners as they establish their company, and it can be a source of pressure. However, we’re here to help ease that stress by providing an overview of various logo types to consider, including : Wordmarks Letterforms Monogram logos Logo symbols Abstract logo marks Mascots Emblems Combination marks Dynamic Marks 1. Wordmarks: Wordmarks, also known as logotypes, are logos made up of a company’s name written in a specific font. When designing a wordmark, it’s important to pay attention to all the details, including the typeface, capitalization, special characters, and color. Brands can either create a custom font for their logo or choose a font that fits their brand image. Wordmarks are a great option for brands with memorable names or those looking to build brand recognition, as they appear on all marketing materials. The style of words in your logo can convey a specific meaning and express the character of your brand, whether it’s fun, creative, educational, or professional. Examples: Wix, Coca-Cola, Subway, Casper, Kellogg’s, eBay, and West Elm. 2. Letterforms: Similar to wordmarks, letterforms are logos that are composed of a brand’s initials. They are minimalistic in design, and they can be highly effective in creating a memorable and recognizable identity for a brand. These logos are great for use in small dimensions, such as app icons, social media profile pictures, and favicons, as they remain recognizable even when they are tiny. However, they are best suited for well-established brands that already have a strong reputation. Letterform logos are especially helpful for brands with lengthy names that can be challenging for people to remember. Examples: McDonald’s, Netflix and Pinterest, Uber, and Beats. 3. Lettermarks/monogram logos: A monogram logo is a logo that combines a brand’s initials. They are similar to letterforms but are often more ornate and decorative. Monogram logos are often used by luxury brands and high-end businesses. Similar to other logo types, lettermarks can be created using a custom font or a font that reflects the brand’s image. It’s important to consider typography elements such as kerning, width, weight, and style when designing a lettermark logo. This type of logo is common for brands with long names that want to be more memorable or for those operating in industries where abbreviated names are the norm. Examples: Louis Vuitton, Gucci, HBO, IBM, and NASA. 4. Logo Symbols: These logos are also known as pictorial marks, and they are composed of an image or symbol that represents a brand. These logos are often used by companies in the retail, restaurant, and service industries. These logos often depict objects from the real world, and the best ones are recognizable at a glance. When designing a pictorial mark, consider what will symbolize your brand, like a literal representation or a subtle suggestion of your values and message. Finding the perfect image can be difficult, especially for new brands, as the company is likely to grow and change over time. To ensure your logo is recognizable, consider including your brand name, as in a combination mark. When designing a pictorial logo, choose a symbol that can evolve with your brand, and also ensure that it remains timeless. Avoid making a logo that is too trendy or current, as it may need to be changed soon after. A well-designed pictorial logo helps establish a strong tone of voice and, once recognized, becomes very memorable. Examples: Shell, Apple, Twitter, Target, Instagram and Snapchat and Major League Baseball. 5. Abstract logo marks: Abstract logos use abstract shapes to represent a company’s branding. Unlike pictorial logos that depict real objects, abstract logos are more symbolic. With an abstract logo, you have the opportunity to create a truly unique design. When designing this type of logo, consider your brand’s core values and try to reflect them through a simple geometric form that evokes the right emotions and messages. For example, Airbnb’s logo resembles a familiar location icon and also appears as an upside-down heart, in addition to looking like the letter ‘A’. It’s important to have a solid brand identity in place before designing an abstract logo, as this type of logo requires a clear understanding of what you want to convey to your audience. Additionally, abstract logos can be a good choice for global brands whose names don’t translate well across different languages. Examples: Airbnb, Chanel, Nike, Olympics, Google Drive, Adidas, Pepsi, and Adobe logo. 6. Mascots: Mascot logos are logos that feature an illustrated character. These logos are often playful, colorful and cartoonish, and serve as the face of the brand, creating a fun and wholesome atmosphere that appeals to families and children. Mascots can help companies create an engaging and lively atmosphere, like at sporting events, and become a memorable representation of the brand, such as the Kool-Aid Man, Colonel from KFC, and Mr. Peanut from Planters. Examples: Michelin Man by Michelin, Colonel Sanders by KFC, Cap’n Crunch, Tony the Tiger by Kellogg’s and Mr. Peanut by Planters. 7. Emblems: These logos are composed of a symbol or crest, often surrounded by text or a banner. They are commonly seen in industries such as universities, sports, and coffee brands. Currently, there is a trend towards a more minimal take on emblem logos, using vector illustrations and simple lines. Emblems offer the advantage of being memorable and adding a professional and established touch to a brand. However, due to their intricate details, they may not be as versatile as other logos, particularly on smaller scales. In such cases, a simpler version can be created. Examples: Starbucks, Stella Artois, Harley-Davidson, NFL, Warner Brothers, Manchester United. 8. Combination: These logos are (surprise – surprise!)
