9 Different Types of Logo Designs

They say "You never get a second chance to make a first impression."

When it comes to your business, your logo design is likely the first impression you'll make on potential customers.

But with so many options to choose from, how do you decide on the right logo style to perfectly encapsulate your brand?

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.

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

1. Wordmark

It's a brand name set in a unique typeface with certain characteristics to it.

A wordmark is text-only-logo using a stylized company/brand name.

For example—Uber's logo, 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

The 3rd example would be Coca-Cola's logo uses the iconic Spencerian Script typeface, polished and refined.

When to use a wordmark?

• Use when you have a catchy, descriptive business name to highlight.
• Good for fashion, food, or tech brands wanting an innovative logo.

Pros:

• It's good for short and distinct brand names—It sidesteps the problem of recognition.
• Clear brand communication, versatile applications, spotlight name

Cons:

• If not done well, a wordmark alone may lack mnemonic value (not be unique enough).

2. Lettermark

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 Manufacturing.

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.

What's great about the Lettermark logo is that it is simple yet on-point and identifiable.

It appeals to high-end brands and suggests personalization.

Just a tip in using the Lettermark, Font must be interesting and avoid boring design.

When to use a lettermark?

• Use when you have a long business name and need a simple logo.
• Good for small businesses or those targeting high-end clients.

Pros:

• Simple, identifiable, good for lengthy names, luxury appeal.

Cons:

• Boring typography can easily be forgotten.

3. Pictorial mark

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 or icon representing a real-world object related to the brand.

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).

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, geometric shapes, and a distinctive blue color

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 clearly convey the brand's industry/offering through a visual representation.

It gives a clean, memorable look, and it is easy to resize.

When to use a pictorial mark?

• Use when your business specializes in one product/service that can be easily depicted visually.
• Best for established brands that want a simple, recognizable logo.

Pros:

• Pictorial marks can be more visually appealing than other symbols or text-based logos.

Cons:

• It's difficult to design one—It also requires heavy exposure for it to be remembered.
• Not as versatile, doesn't work for unknown brands or diverse offerings

4. Abstract mark

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 composed of just two overlapping circles—red and yellow (plus orange in-between).

The Mastercard logo is simple (just two circles) yet iconic and recognizable around the world.

To put it simply, an abstract logo tries to convey a big idea using some ambiguous symbol.

Abstract logo marks are designed to express something specific about the brand's values or message.

It can represent diverse offerings or big-picture ideals—It must be refined to clearly convey the intended message.

When to use an abstract mark?

• Use when representing diverse offerings or communicating brand values.
• Good for businesses doing many different things or planning online branding.

Pros:

• Works effectively for large companies with numerous and unrelated divisions.
• Communicates brand values, creative freedom, and flexibility for diverse brands

Cons:

• It's difficult to design well—It requires heavy marketing to imbue meaning into it.
• Can be too vague or misconstrued if not designed precisely

5. Combination logo

A combination logo mixes the elements of both: a text-based logo, with a pictorial or abstract symbol.

A combination of images and words like letterforms with mascots.

For example, the 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.

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.

Combination marks are versatile and they allow clear messaging using images and text.

It is easy to rebrand by keeping the image constant and changing the name.

Good for new brands—helps build an association between symbols and names.

When to use a combination logo?

• Use it when you're a startup wanting to build logo recognition.
• Also good if you want a logo you can easily trademark.

Pros:

• It combines the best of two worlds: a text-based logo with a graphic symbol.
• Versatile, flexible, recognizable, rebrandable, good for startups

Cons:

• Can be too complex and not effective at conveying a clear and simple message.

6. Emblem logo

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.

The difference between a combination logo and 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 excellent example of an emblem.

Also, a lot of universities use emblems: just as in the above-mentioned Harvard, for example.

Emblem logos convey tradition, professionalism, and longevity.

Not as flexible for rebranding, important to finalize design

When to use an emblem logo?

• Use when conveying tradition, prestige, and longevity.
• Good for organizations with uniforms or a reputation to uphold.

Pros:

• Emblems look terrific as embroidery on merch or as logos on cars/motorcycles.

Cons:

• They can pose legibility issues when miniaturized—Elements are inseparable.

7. Mascot logo

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.

Even a tech company like Tunnel-Bear (which is a VPN provider) is successfully using a mascot for its logo.

Mascot logos give a friendly, approachable image to the brand.

It appeals to children and makes concepts accessible—Humanizes dry/complex services and evokes warm feelings.

When to use a mascot logo?

• Use when appealing to children/families or making complex ideas friendly.
• Good for food brands, restaurants, or companies with "dry" services.

Pros:

• Friendly, warm, perfect for kids/food brands, make concepts accessible

Cons:

• They can pose legibility issues when miniaturized—Elements are inseparable.
• Not suitable for all industries, may seem too informal

8. Dynamic Marks

A Dynamic Mark is a type of logo that is adaptable and able to change its appearance fluidly across different mediums and contexts.

An adaptable logo that changes based on context.

The MTV logo is an example of a dynamic mark, meaning it morphs and changes fluidly in motion graphics.

Another well-known example of a dynamic logo is the "I ♥ NY"—The heart morphs into different icons like an apple, hotdog, or taxi cab to represent New York's famous imagery.

It also shifts orientation and switches from red to other hues or designs for seasonal campaigns.

In addition, the Nickelodeon logo—The splat morphs into shapes like stars, pies, cars, and balloons to suit kids' themes.

Its color changes, it twists, flips, and scrunches into different configurations and styles seamlessly, and different splats combine, overlap, and interact with each other playfully.

plus, the splat also incorporates imagery like eyes or mouths as it takes on character roles.

A Dynamic Mark logo isn't locked into just one design—It isn't static or stationary.

Rather, it's a living, evolving identity that can change for fresh, relevant branding even as the brand grows and progresses.

When to use a dynamic mark logo?

• Use for brands in creative industries that value flexibility.
• Good if your brand has many sub-brands or branches.

Pros:

• Adaptive, creative, interactive, maintains audience interest
• Keeps brand interesting and audience engaged

Cons:

• Can cause brand confusion if changed too frequently

9. Letterforms

A Letterform logo is a type of logo that consists of a single letter representing a brand.

A logo that isolate just one single initial letter from the brand name.

One popular example of this is the Pinterest logo, which isolates just the first letter “P” of the name into a single letterform logo.

The WordPress logo also qualifies as a letterform logo—It isolates the letter "W" from the company name to create a unique letterform logo.

The circle motif reinforces the global community and interconnectedness of WordPress users.

It maintains versatility - the "W" can stand alone or be paired with the full brand name.

Another example is the Yahoo logo, which uses a custom stylized "Y" to form their letterform logo.

The unique font and color palette make the "Y" distinctive from other logos.

It visually represents the quirky internet company with its funky, tilted, off-kilter look.

The exclamation point adds personality while hinting at the full brand name.

It easily scales and adapts well to new contexts even as just a single letter.

Letterform logos distill a brand down to its minimalist essence - a singular typographical letter that encapsulates the identity.

When to use a letterform logo?

• Use when you have a lengthy, complicated business name to simplify.
• Good for creating a "snackable" logo for minimal effort.

Pros:

• Scalable, recognizable, good for long names, minimal effort

Cons:

• One letter design must be bold and memorable, legibility issues

Conclusion

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, visit my portfolio and email me.