Arek Dvornechcuck
Branding Expert
I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
There are many different types of logos out there.
A logo can take the form of an almost infinite variety of shapes and personalities.
From literal, through symbolic, from word-driven to image-driven.
They’re all a combination of typography and images, and each type of logo gives your brand a different look & feel.
So before you decide on pursuing a particular type of logo design, check the pros and cons of each and when is best to use them.
Since your logo is the single most visible element of your brand—you want to get it right, right?
So let’s discuss each type, together with some examples of famous logos.
It’s a brand name set in a unique typeface, and with certain characteristics to it.
A wordmark is a stylized text-based logo.
For example—Uber’s logo, which is probably the simplest logotype of all.
It’s just a clean sans-serif typeface set in black and with proper kerning.
Another example would be Google’s logo, which also uses a simple sans serif, geometric font.
However, what makes it unique and recognizable is that it uses a characteristic color scheme.
And the 3rd example would be Coca-Cola’s logo uses the iconic Spencerian Script typeface, polished and refined.
It’s good for short and distinct brand names. It sidesteps the problem of recognition.
If not done well, a wordmark alone may lack mnemonic value (not be unique enough).
Lettermark is also a text-based logo, but instead of the full name, it represents your company through the use of its initials or the first letter only.
A letter or group of letters that represent a brand name.
For example, The McDonalds’ golden arches logo is probably one of the most famous letter-marks (it works great as signage).
Another example would be the 3M’s logo, where the full name of the company is: Minnesota Mining and Manufacturing.
And the 3rd example of a letter mark is the famous overlapping LV symbol.
Louis Vuitton, as well as other fashion brands often use lettermarks otherwise also known as monograms.
Letter-marks simply act as a mnemonic device for a company name.
Lettermarks are best for long, multi-word brand names, or if you need a symbol to represent your brand.
Because it's a short form of a longer name, it may not be easy for people to remember.
A pictorial mark is a type of logo that uses an image that is immediately recognizable and that has been designed in some unique way.
A graphic symbol that has been simplified or stylized.
For example, the iconic Apple logo, with a bite out of it, is a perfect example of a pictorial logo (it’s clearly an apple, very illustrative).
Or Twitter’s bird symbol is a great example of a pictorial mark as well
It’s clearly a small bird, but it’s uniquely designed with smooth lines, using geometric shapes, and a distinctive blue color.
And the WWF’s panda logo is yet another example of a great pictorial mark—which swiftly uses negative space (one of the graphic design techniques).
Pictorial marks can be more visually appealing than other symbols or text-based logos.
It's difficult to design one. It also requires heavy exposure for it to be remembered.
An abstract mark is a type of logo that uses geometric shapes or other non-pictorial forms to create a symbol.
A non-pictorial symbol that can take on any meaning.
For example, Nike’s swoosh is one of the most recognizable abstract logos–the swoosh doesn’t really represent anything in particular.
The swoosh simply suggests speed and dynamism—it’s so simple, yet so original.
Another example of a great abstract logo would be Chase’s octagon logo.
The four parts of the octagon represent forward motion, while the white square inside suggests progress that originates from the center.
Yet another great example of an abstract mark is definitely Mastercard’s logo that composes of just two overlapping circles—red and yellow (plus orange in-between).
The Mastercard logo is so simple (just two circles) yet so iconic and recognizable around the world.
To put it simply, an abstract logo tries to convey a big idea using some ambiguous symbol.
Works effectively for large companies with numerous and unrelated divisions.
It's difficult to design well. It requires heavy marketing to imbue meaning into it.
A combination logo mixes the elements of both: a text-based logo, with a pictorial or abstract symbol.
A mix of a wordmark, with a pictorial/abstract element.
For example, Adidas logo uses the three stripes symbol (abstract mark) together with the name (wordmark).
Another example would be Amazon’s logo, which combines the name with a graphic element: a smile underneath.
And yet another great example is Red Bull’s logo, which mixes a pictorial mark (two bulls with a sun behind) with a wordmark, the name Red-Bull set in Futura font.
It combines the best of two worlds: a text-based logo with a graphic symbol.
Can be too complex and not effective at conveying a clear and simple message.
An emblem is a type of logo in which the brand name is inextricably linked to a graphic element.
An emblem mixes a brand name with a symbol that can’t be separated.
So the difference between a combinations logo vs an emblem logo, is that in the latter the name usually cannot be separated from the graphic element.
For example The iconic Harley-Davidson logo is a great example of an emblem—the font is distorted in a way that fits into the shield symbol.
In that case, Harley also uses the shield by itself (in small sizes), but you get the point—the main logo can’t be separated into a wordmark and symbol.
The Superman logo is yet another good example of an emblem.
Also, a lot of universities use emblems: just as the above mentioned Harward, for example.
Emblems look terrific as embroidery on merch, or as logos on cars/motorcycles.
They can pose legibility issues when miniaturized. Elements are inseparable.
A mascot logo features a character or animal that has been stylized to represent the brand.
A logo that uses a stylized symbol of a character/animal.
And a great example of a mascot logo would be Michelin’s Man.
Also, a lot of food brands use some kind of character as their logo, just like Pringles for example.
But even a tech company like Tunnel-Bear (which is a VPN provider) is successfully using a mascot for its logo.
Mascot is a great option if you want to create a fun, playful, and approachable brand image.
They can pose legibility issues when miniaturized. Elements are inseparable.
Deciding on the style of your logo should be one of the very first steps in developing your brand identity.
When is best to use each different type of logo?
I've described some of the advantages and disadvantages of each approach above, but ultimately it depends on many factors, such as your brand name (length, pronunciation), your logo idea, your industry etc.
There's no "fast rule" to determine which type of logo will work best for your brand.
Ultimately, the designer will determine which type of logo suits you best.
Also, check out my other article where I walk you through my logo design process.
If you’re looking to hire a logo designer, then visit my portfolio and shoot me an email.
