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LO G O D E S I G N

Different Types of Logos: Which

One is Right for Your Business?
By Kate • 6 min read, May 26, 2022

For small business owners, nailing down the right type of logo is a crucial step in the
entrepreneurial journey, signaling the transition from an idea on paper to an up-and-
running company.

Naturally, you might feel a lot of pressure to create the perfect logo, but we’re here to
help dissolve some of that stress and guide you through a few different types of logos to
consider, including:

1 Wordmark logos

2 Monogram logos

3 Combination logos

4 Brandmark logos

5 Emblem logos

6 Mascot logos

While a logo is only one part of the larger branding picture, having an idea of what you
want before going down the design path will ensure you’re creating something that
serves you, your business, and your target audience.

But first…what is a logo?

The term “logo” is often used as a catchall to define any emblem a company has
designed to visually represent its brand.

But there are two main categories when it comes to logo design:

1. Logos that only consist of type — denoting the name or initials of a

company

2. Logos containing both text and a symbol

Within the two overarching categories, there are five main types of logos, each with its
own strengths and unique design characteristics. One style might work better for you
over others, depending on a variety of factors: the length of your company’s name, your
industry, and your potential customers.

Each type of logo can serve a different purpose, but certain styles have surged in
popularity in recent years, especially with more businesses operating exclusively online.

“Most of the time, logos operate on a sliding scale between the

purely verbal and the purely visual: a word with a letter that
makes a visual pun, for example, or a symbol containing a
company name,” –Michael Evamy, author of Logo: The
Reference Guide to Symbols and Logotypes.

With that, let’s get into each type of logo in more detail.

1. Wordmark/logotype logo

The most classic and pure form of a logo is the wordmark, sometimes referred to as a
logotype. And it’s simply the company’s name.

The text-only treatment hinges on the name of the company. It’s more common for
companies with short names to opt for a wordmark logo design (one word or
hyphenated/combination names are ideal). If a company name has two words,
they can be stacked to save space.

Without symbols or illustrations, typography becomes the centerpiece, and the stylized
company name becomes a visual landmark of the brand. Think of famous examples like
Coca-Cola, Google, and The New York Times.

But even without imagery, there’s plenty of room for artistic flair when it comes to
choosing the typeface, color, character features, spacing, and shapes.

The style of the words elicit meaning and evoke the personality of the brand, whether
that’s playful, artistic, educational, or serious.
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How to use wordmark logos

The nice thing about wordmark logos is that they’re easy to apply across mediums, and
they boost name recognition by being clean and uncomplicated.

It’s common for companies to shorten their wordmark logo into an initial or monogram
(think of Facebook, which uses its famous F in most of its applications). We’ll explain
monogram logos next.

2. Monogram/lettermark logo

If your company’s name isn’t short, you’ll want to explore a monogram (or lettermark)
logo or logo variation.

A monogram logo contains one to four letters, most commonly a company’s initials
or first letter. It’s used instead of a traditional symbol, turning a company’s identity
into an eye-catching visual.

Of course, the initials become the key part of the logo. In your design, they need to be
legible but also memorable.

If you’re a new kid on the block, consider putting the full company name under the logo
to build recognition — this tactic is common when brands are starting out.

How to use monogram logos

Lettermarks and monograms are usually, by nature, more compact than logos that
include an image, and they look good in small spaces, especially squares.

But because these types of logos rely on text alone, you’ll want to focus your energy on
choosing the right typeface. Your logo should be easy to read, but distinctive and
inviting. Think of HBO, the famous McDonald’s “M,” or the interlocking C’s in Chanel’s
logo as notable examples.

And, as mentioned before, it’s not uncommon for a monogram or lettermark version of a
wordmark logo to be used for smaller spaces like website favicons, apps, and social
media profile images. You’ll want to make sure the typeface is the same in both versions
to reinforce brand recognition.

3. Combination logo

A wordmark or lettermark with a symbol (often called a logomark) is what makes

up a combination logo. It’s the most common type of logo design, in part due to its
flexibility. You can use the symbol on its own (e.g. in social media profile photos or
favicons), or just the wordmark or lettermark when you need it.

With a combination mark, a symbol can appear beside, on top, below, or inside the text.
It can even sometimes represent a letter in the company name.
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The symbol is an identifying element of your brand, and it can be abstract or literal.
Think of the iconic Nike swoosh—a smoothed checkmark that doesn’t have any
connection to the name. Compare that to Apple’s logo — a symbol that directly
references the company’s name.

How to use combination logos

Companies successful at developing a strong brand identity with a combination logo
design might inevitably look to simplify their logo. This can be done by dropping the
typeface to rely on the symbol to represent the brand — see the section on brandmark
logos below.

But combination logos are a better choice for new businesses that need to build brand
recognition. Ultimately, a combination mark is a surefire way to create an adaptable logo
to use across mediums. Think of how huge companies like Adidas and Taco Bell use this
format across channels.

Now that we’ve covered the three main types of logos (wordmark, monogram, and
combination mark), we’ll talk about three less common types of logos.

4. Brandmark/logo symbol/pictorial mark

logo

A brandmark logo is a standalone image or symbol. The mark can be pictorial,

representing a real-life object (again, think Apple), or an abstract shape.

This type of logo doesn’t include the company’s name, which is a big risk for a new
business that wants its name to be visible. Brandmark logos are best for brand that have
already built-up brand recognition.

And just like time spent coming up with a company name, the type of image that’s
employed in the brandmark logo needs to be heavily considered. What does the image
say about your company? Is it a direct reflection of the company name or something
more abstract? Does it convey an emotion or meaning to a potential customer?

How to use a brandmark logo

If you like the idea of a brandmark logo but aren’t sure it’s the right choice, consider
designing a logo with a combination logo with a wordmark and a symbol. The symbol
can be used as a standalone for certain applications, such as social media profile
pictures or website favicons.

5. Emblem logo

One of the oldest forms of a logo is the emblem. The elements of an emblem logo
include vintage-style text inside of a container, (often a circle or other shape).
Think of badges, seals, or crests. Emblem logos are treated as a cohesive image,
rather than typography.

The emblem can communicate prestige or finesse—often associated with brands that
have a long history. But this type of logo is also less versatile, especially for online
usage. Emblem logos are usually intricate, so they can be trickier to shrink down for use
on social media or business cards.

How to use emblem logos

Because of their shape, emblem logos make fabulous social media profile images. They
also look great when printed on just about anything– from clothing to stickers because
of their unique designs.

6. Mascot logos
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Mascot logos involve an illustrated character that acts as the ambassador of a brand.
These types of logos are often fun and friendly and give audiences a persona to relate to
and form a connection with.

You’ll often see mascot logos used in children’s brands due to their engaging nature.
Think of the many Kellog’s characters, from Tony the Tiger to Tucan Sam.

Service companies, food brands, and sports teams are great users of these logotypes.
But lately, we’ve seen a trend of more apps and tech brands taking on animated
characters to humanize their brands.

How to use a mascot logo

Choose a mascot logo if you’re looking to inject a sense of life, and personality into your
brand. Mascots can be great for telling stories, as well as animating. If you’ve created an
app, or run a tech company, mascots can be used to educate, excite, and engage users
of your tools.

Choosing the right type of logo

Remember: Your logo will live both digitally and physically. It will be scaled to
different sizes, printed on paper, uploaded as a profile picture — the list goes on. That’s
why it’s so common for brands to create designs with and without a symbol (or
monogram) to have both at the ready.

This practice has become particularly popular in the age of social media, where a logo
needs to be used across digital channels. If you have a longer company name, it
won’t always work in a small space like a square profile photo; a monogram or
symbol-only version can make your design more adaptable.

Whatever type of logo you choose, your design should leave an impression of your
brand. If it stands out from similar companies on the market, it’ll be easier to
differentiate your product or service and build recognition with your target audience.

Want to learn more about logo design? Check out our guide or get started with our logo
maker today!

By Kate

Kate is a freelance journalist, producer, and writer in Toronto.

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