When Choosing a Logo Type
Determining the message you want to communicate is at the top of the list. You’ll also want to consider how and where the business will use the logo. Then, there are your competitors and industry to consider. How can you create a brand that stands out from the pack while still making it clear where it belongs?
1. Wordmark Logo
Wordmark logos (or logotypes) are based on a word (usually the brand’s name).
The wordmark logo is an excellent option for brands with short, catchy names, and can convey a wide range of brand personalities. Look at the difference between the world famous Disney Logo and the FedEx logo, among many more, and see how flexible this logotype is
Technology firms, creative agencies and service-oriented businesses often use wordmark logos. You’ll also find them in established organizations with high levels of name recognition.
he right typeface is critical for a wordmark logo. Choose or design a custom font that embodies your brand’s personality, and make sure it’s legible and unambiguous at all sizes. If your brand name is very long or complex, there are better choices for you than wordmark logos.
2. Lettermark Logo
A lettermark logo consists of initials or letters. If there’s only one letter, you’re dealing with a letterform logo.
Lettermark logos (also called monogram logos) are a good option for brands with long or complex names. Lettermarks allow for balancing a strong visual identity with good name recognition. There’s also room for clever visual play. For example, the Airbnb logo transforms the letter “A” to also resemble a map pin icon and heart shape.
You’ll find the lettermark or monogram logo in various industries, but they’re often attached to luxury brands, fashion and large, established organizations.
Design a simple, readable lettermark that’s impactful at any scale. Legibility, minimalism and clarity are key when designing a lettermark logo. Think carefully about your spatial and visual design, whether you’re going for a single letterform or an intertwined monogram.
3. Pictorial Logo
This type of logo uses a graphic icon or symbol. It can be a visual interpretation of the brand name or an object related to it.
Humans recognize and remember images much faster than words. So, a pictorial mark is a powerful way to stand out. The flip side is the logo must be able to fly solo (i.e. appear without text), which means the icon has to be unambiguous and instantly recognizable. The second a viewer has to squint to work out whether they’re looking at a tortoise 🐢 or a turkey 🦃, you’ve lost them.
That said, pictorial marks leave plenty of room for playfulness. For example, the Guild of Food Writers uses negative space to bring the concepts of writing and eating into their logo symbol.
Pictorial marks are frequently used by consumer brands, social media platforms and creative or tech startups.
Aim for a clean, iconic design that captures the essence of your brand in a single, memorable image. A pictorial mark is most effective when it’s simple, uncluttered and recognizable. Beware of clichès or overly obvious images, which could cause your brand to be mistaken for another.
4. Abstract Logo
An abstract logo mark uses a geometric or symbolic shape but doesn’t directly represent a particular object.
When done well, abstract logo marks don’t need much interpretation. The Nike Swoosh is a good example: This logo conveys a sense of motion, speed and dynamism, which aligns with Nike’s brand message of athleticism, performance and achievement.
You can also use these logos flexibly across different media. Additionally, they enable the creative use of shape and color to evoke emotional responses, which can be a powerful branding tool.
Abstract mark logos are often attached to sports brands, financial institutions and established tech companies.
Design an abstract mark that aligns with your brand’s core values, purpose and positioning. While your logo might be abstract or geometric, it must convey meaning and resonate emotionally with your audience.
5. Combination Logo
Combination mark logos (or just "combination marks") have a visual element—a pictorial or abstract mark—alongside a wordmark or lettermark, creating a combo of word and image.
A combination mark is often the first logo type designed for a new brand, embodying the business’s personality and identity from the outset. This type of logo allows you to build visual identity and brand name recognition simultaneously.
For a combination mark logo, aim for a cohesive design where text and image complement each other to tell a powerful, unified brand story. Remember that each element could also be used separately once you establish good brand recognition.