The 5 basic types of Logos

The logo has an important impact on the way your business will be viewed by everyone. The logo is a visual representation of a company or brand’s values, beliefs and functions, so it tells a lot about what you. When creating a logo, there are certain aspects to keep in mind:

  • How the logo will look on products
  • How it will appear on advertising and marketing materials
  • How it will tie your other branding collateral together
  • The thoughts and emotions someone feels when they see your logo

The logo, as a type can be categorized in 5 general varieties. They each have its strengths and weaknesses. If you are not sure what you need, you should let your designer pick up the best choice. There are things that influence this decision, like the company name, what you want to achieve with this logo, where to place and so on.

1. Wordmark (Text)

These are uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include Facebook, Disney and Sony.

2. Letter mark (Initials)

Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its initials or the brands first letter. Many companies choose to use this type of logo because their initials can better graphically illustrate the company better than the full name (name is too long), the name is hard to pronounce, or it’s just not distinct enough to carry its own weight. Some companies and organizations that use lettermarks include Hewlett-Packard, Chanel and General Electric.

3. Brand mark (Symbol or Icon)

This type of logo represents the company in a simple but bold manner. In most cases, the image is abstract and stylized to give visual interest. Most companies that use this type of logo will have a very simple main logo, but may choose to create additional alternative versions that appear a little more flashy. The human mind can easily remember a simple form much easier than a complex one. It’s best to use a simple symbol or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Shell and Mercedes-Benz.

4. Combination Mark (Text and Symbol)

These logos combine a word mark and a symbol or icon to give the flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate as it does with them together. You might recognize some combo marks like Hawaiian Airlines, Adidas and Sprint.

5. Emblem (Text Inside Symbol)

An emblem logo encases the company name within the design. Some examples include Starbucks, the NFL and Harley-Davidson Motorcycles.