Logo Types

Examples & Definition

I was recently asked what was the most effective type of logo. The boring answer is, 'it's horses for courses.' The effectiveness of a logo depends on various factors, including the brand's goals, target audience, industry, and overall brand identity. However, there are a few key types of logos that are often considered effective in different contexts:

Wordmark

This type of logo focuses on the typography and stylisation of the brand name itself. It relies on the uniqueness and memorability of the typography to create a strong brand identity. Examples include logos for Braun, Virgin and Visa. Wordmarks are particularly effective for brands with short and distinctive names or for those looking to establish a strong textual presence.

These logos use a visual symbol or icon that represents the brand. The symbol should be simple, memorable, and able to convey the brand's essence even without accompanying text. Examples include the Shell, WWF, Twitter and Apple.

Pictorial Mark

Monograms

These lettermark logos use the initials or acronym of a company. They are very effective when the brand name is long and difficult to pronounce. Examples include The New York Yankees, NASA - National Aeronautics and Space Administration and H&M.

Abstract Mark

Abstract marks are unique, non-representational symbols that have no obvious relationship to the brand's products or services. These logos rely on creating an association between the abstract symbol and the brand over time. Abstract marks can be highly versatile and allow for more open interpretation and brand storytelling. Examples include Mitsubishi Corporation, Spotify and the International Olympic Committee – IOC.

Letterform

Letterforms consist of only a single letter, set in a bold impactful typeface. A successfully-designed letterform will subconsciously invoke the full name of your brand in people’s minds. Letterform logos include Beats by Dre, Unilever and McDonald's.

Combination Mark

This type of logo combines a wordmark or logotype with a symbol or icon. It allows for both the brand name and a visual representation, offering the advantages of both types. Examples include PayPal, Pategonia and Quiksilver.

Mascot

Mascot logos feature a character or an illustrated figure that personifies the brand to create a friendly and approachable brand image. Examples include the Michelin Man, Colonel Sanders and Julius Pringles.

Emblem

Emblems are logos where the brand name is enclosed within a symbol or icon. They often have a traditional and prestigious look, resembling badges or seals. They are used to convey a sense of heritage, authority, or exclusivity. Examples include the logos for Harley-Davidson Motor Company, Stella, and Warner Bros. Discovery.