7 Logo Types

A logo is a symbol or design adopted by an organization to create an identity and is an important element of brand strategy. Logos may be comprised of typography, images, or a combination of both to give a feeling and personality to a brand. Below are the seven different types of logos to consider when creating a logo.

1. MONOGRAM / LETTER MARK LOGOS

Monogram/letter mark logos are type based logos using acronyms or initials. Simplicity is the most prominent feature of this logotype, as monogram/letter mark logos are effective at shortening a long company name. An example is IBM vs. International Business Machines.

When choosing an initial-based logo, a legible font is crucial in representing what a company does. For companies who are not well established, adding a full company name below the logo helps individuals unfamiliar with your brand to know who you are quick.

2. LOGOTYPE / WORD MARK LOGOS

Logotype/word mark logos are type based logos using the business name only. Companies with a distinct name tend to amplify the effectiveness of a logotype/word mark logo. A memorable name combined with strong typography will successfully create powerful brand recognition.

Typography is an important factor in creating a logotype/word mark logo. When choosing a name based logo, a font that captures what a company does is imperative. As an example, financial institutions use thick, heavy fonts to imply security vs. apparel companies who use thin, elegant fonts to convey a high-end fashion feeling.

3. SYMBOL / PICTORIAL MARK LOGO

Symbol/pictorial mark logos are specific graphics or icon based logos. Symbolic in nature, a symbol/pictorial mark logo can create instant recognition for an established brand. An official pictorial mark is only an image and what most people think of when the term logo is used. Examples include The Apple, McDonald’s Golden Arches, and The Playboy Bunny.

The image selected is most important when choosing a symbol/pictorial mark logo as it will forever be associated with a brand. The image can elicit emotion (WWF), play on a name (John Deere), or imply deeper meaning (Snapchat). For new companies without strong brand recognition, a symbol/pictorial mark logo may be challenging to execute. 

4. ABSTRACT MARK LOGO

Abstract mark logos are abstract graphics or icon based logos. The primary difference between an abstract mark logo and a symbol/pictorial mark logo is the “Mark”. Abstract mark logos allow for the creation of a unique graphic to represent a brand instead of being restricted by a literal or recognizable graphic. Examples include Starbucks, Mercedes, and Nike.

The image selected can convey what a company does symbolically, without relying on cultural implications. Meaning and emotion are created through the use of color and form. An example is the BP logo which is a green and yellow sunflower/sun graphic designed to represent energy in its many forms.

5. MASCOT LOGO

Mascot logos are graphic character based logos. Mascots may be literal or figurative representations of a brand. Acting as a brand spokesperson, the mascot must have a connection to the company profession and values, a background story, and appeal. To successfully leverage a mascot, active and consistent use is mandatory to create recognition.

A mascot is simply an illustrated brand ambassador and should be styled for a target audience. The styling creates a wholesome atmosphere and appeals to families and children. As an example sports teams use mascots to create a unique dynamic and sense of involvement with the audience, promoting engagement.

6. COMBINATION MARK LOGO

Combination mark logos are a combination of monogram/letter mark or logotype/word mark logos with a symbol/pictorial mark, abstract mark, or mascot. Layouts include stacking, side by side, or mixed together. Examples include Mastercard, Amazon, and Burger King.

Versatile in nature, a combination mark logo reinforces a brand by incorporating a name, icon, or mascot that work together. Image association with a brand name occurs organically and may lead to the future ability to use the logo symbol exclusively without a name. When creating a distinct image together, combination mark logos are easier to trademark.

7. EMBLEM LOGO

Emblem logos are similar to a crest, seal, or badge and generally consists of text inside of a symbol. Modern emblems are logos that use a geometric shape with a traditional appearance. Examples include Harley Davidson, NFL, and Paramount Pictures. Emblem logos are closely associated with auto companies, universities, and government agencies.

Emblem logos focus on higher detail and may be less versatile than other types of logos. Simplicity and scalability are crucial factors in creating an effective emblem logo. A good emblem logo features a simple and clear icon accompanied by an easy-to-read inscription if any.

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