The 7 Types of Logos & How to Use Them
A logo is the face of a company. It makes a significant impact on a company’s public perception. A good logo will create instant recognition for your brand, establish your credibility as a leading provider of your product or service, and help you stand out in the marketplace.
There are seven categories of logos. Although they are all combination of typography and images, but each type of logo gives your brand a different feel. The question is, what type of logo will suit your company the best? Here are the 7 types of logos you need to know about:
1. Lettermark
A lettermark is a typography-based logo that’s comprised of a few letters, usually a company’s initials. The lettermark is all about simplicity. By utilizing just a few letters, lettermark logos are effective at streamlining a company brand which have a long name. For example, how much easier is it to say and remember “H&M” versus the “Hennes & Mauritz”?
Because the focus is on initials, the font and color are very important to make sure your logo is not only same theme with your company, but also easy to read on marketing collateral. In addition, if you are a new business, you may want to add your full business name below the logo, so that people can learn your full business name.
2. Wordmark
Similar to a lettermark, a wordmark is a typography-based logo that focuses on a business name alone. Wordmark logos work pretty well when a company has a succinct and distinct name. “Google” and “Coca-Cola” logos are some great examples. The name itself is catchy and memorable so, when combining with strong typography, the logo creates a strong brand recognition.
Also, like a lettermark logo, font and color are very important to make sure it captures the essence of what your business does. For example, fashion labels tend to use clean and elegant fonts that feel high-end, while legal or government agencies always stick to traditional and bolder fonts that brings a feeling of security.
3. Pictorial Mark
A pictorial mark is an icon or graphic-based logo that usually represents a real-world object. It is probably the image that comes to mind when you think of a brand. A good pictorial mark logo is symbolic and the mark alone is instantly recognizable. A true pictorial mark is only an image. Thus, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
The biggest thing to consider when deciding to go with a pictorial mark is what image to choose. This is something that will stick with your company its entire existence. Also, bear in mind that if you are planning on expanding your product line to a few diverse objects, your logo may misrepresent what you do.
4. Abstract Logo Mark
An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image like an apple or a shell, it is an abstract geometric form representing your business. A few famous examples include the Pepsi divided a circle, the Airbnb created a symbol of “belonging” and the 3 strip Adidas flower. Like all pictorial mark logos, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow you to create something truly unique to represent your brand.
The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand. The biggest thing to consider when deciding to go with a abstract mark is what kind of emotions you want to create in your customers.
5. Mascot
Unlike pictorial mark and abstract mark, a mascot is illustrating of a particular person or a character. Often colorful, cartoonish and fun, the mascot logo is a great way to create your very own brand ambassador. It is great for companies that want to create a wholesome atmosphere by appealing to families and children.
Mascots are commonly used for sports teams, service companies and food brands, as they are attempting to familiarize themselves with potential supporters, customers, and consumers. The biggest danger with a mascot logo is that your logo can become too friendly. If your brand is more serious, it may make more sense to consider a different kind of logo.
6. Emblem
Emblems are an older form of logo. It is a type of logo that includes text inside of a symbol (badge, seal or crest). Its classic look that gives your logo a traditional feeling. It is often used by schools, automotive industries and government agencies as they make everything feel nice and official.
Also, emblems are often more detailed than other types of logos which includes fine linework and small, detailed imagery. Furthermore, emblem logo is suitable for your brand if you want to convey a sense of tradition, longevity and/or gravitas. However, you might want to avoid emblem logo if your logo needs to scale as emblem don’t look great when shrunk down really small.
7. Combination Mark
A combination mark is a logo combined of wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be arranged out side-by-side, stacked on top of each other, or integrated together to create an image.
A combination mark is more versatile as compared to other type of logo. In future, you are able to rely exclusively on a logo symbol, and not have to always include your name. Also, because the combination of a symbol and text create a distinct image together, these logos are usually easier to trademark. With both the text and icon or mascot working together to reinforce your brand, people will also begin to associate your name with your pictorial mark or mascot right away!