The 7 Types of Logos to Consider for Your Brand

Did you know there are seven different types of logos?

You’ve probably heard of a primary logo. Possibly even a favicon. But, those aren’t what we will be talking about today.

We’ll be going over seven unique types of logos. Want to hear what they are? Wordmark, lettermark, pictorial mark, abstract mark, mascot, emblem and combination mark.

In this blog post, I’m breaking down each type of logo. I’m explaining what makes them unique, what type of business they are best suited for and so much more.

Let’s get started!

The 7 Types of Logos to Consider for Your Brand | There are 7 different logo variations. In this post, I'm going to break each one down and explain which ones may be best for your business #logovariations #logodesigner #logotips





Wordmark

A wordmark is exactly what you would expect. It’s a logo designed solely on the word or words that make up a companies name. This type of logo design puts a heavy emphasis on the brands chosen typography.

The typography and colors chosen will be the biggest factors in explaining the brands style and attracting their ideal audience.

Here’s an example of a JPD designed wordmark. You can also think of Google, Visa or Coca-Cola.

Why you might choose a wordmark:

  • You are a new business with a small audience - getting your name out is important.

  • Your business name is short and sweet.

  • Your name is in your brand: think Jordan Prindle Designs or Melissa Griffin or Jenna Kutcher Photography

Why you might not choose a wordmark:

  • Your company name is long

  • You don’t want to update your logo often

  • An image or symbol would help promote your brand

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Lettermark

A lettermark is very similar to a wordmark with one distinct difference. A lettermark uses the initials of a company to promote the brand.

Again, the typography and colors chosen will need to be strategic.

Here’s an example of a JPD designed lettermark. You can also think of HBO, IBM or CNN.

Why you might choose a lettermark:

  • You want to promote the name of your business, but it is too long for a wordmark.

  • The industry you work in has a practice of doing this. Think

Why you might not choose a lettermark:

  • You’re a new company and people won’t recognize the monogram.

  • You don’t want to update your logo often

  • An image or symbol would help promote your brand

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Pictorial Mark

A pictorial mark is a logo design that uses a graphic image.

This type of logo depends less on the brand typography and color palette and more on the image itself. The image has to be unique, memorable and tie into the foundation of the brand.

Here’s an example of a JPD designed lettermark. You can also think of Starbucks, Twitter or McDonald’s

Why you might choose a pictorial mark:

  • Your brand name is tied to a visual element. Think apple.

  • You want to highlight brand personality that isn’t obvious with just the name of your company.

Why you might not choose a pictorial mark:

  • Your company has a more serious or professional tone.

  • Your brand is still fluid and ever-changing. A pictorial mark may pigeon-hole your future business or offerings.

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Abstract Mark

An abstract mark is similar to a pictorial mark except the image itself isn’t a specific image like a bird for Twitter.

This type of logo can be incredibly beneficial for a company due to its unique nature. Since the mark is abstract, it’s unlikely to exist in your marketplace or niche helping you stand out.

Here’s an example of a JPD designed abstract mark. You can also think of Nike, Adidas or Pepsi.

Why you might choose an abstract mark:

  • Your company has a more serious or professional tone.

  • You want to stand out in a crowded niche.

Why you might not choose an abstract mark:

  • Your brand is still fluid and ever-changing. An abstract mark may pigeon-hole your future business or offerings.

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Mascot

A mascot is similar to a pictorial mark as it is a logo design that is represented by an image. Unlike a pictorial mark, a mascot is fluid. They have changing expressions, body movement and an ever-changing context.

Here’s an example of a JPD designed mascot. You can also think of Mr. Peanut, Captain Crunch or Colonel Sanders.

Why you might choose a mascot:

  • You are a food-based brand

  • You target families or children

Why you might not choose a mascot:

  • Your company has a more serious or professional tone.

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Emblem

An emblem is a logo that shows text inside of a symbol. Emblems are often highly-detailed designs that may include custom typography.

Here’s an example of a JPD designed emblem. You can also think of Harley Davidson, Burger King or Paramount.

Why you might choose an emblem:

  • You are a traditional, professional or vintage company.

  • Your business name is short and sweet.

Why you might not choose an emblem:

  • You have younger target audience

  • You need to easily scale your logo up and down

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Combination Mark

A combination mark is just as it sounds, it combines a word or lettermark with a pictorial or abstract mark.

These are often seen as primary logos as they include the most detailed information about your brand or business.

Here’s an example of a JPD designed combination mark. You can also think of Dove, Puma or Airbnb.

Why you might choose a combination mark:

  • You want a logo that can be deconstructed into other logos

  • You need the presence of a brand name and the support of a graphic image to convey your brand

Why you might not choose a combination mark:

  • Your brand is best described with minimal pieces

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Were you surprised to learn about all of these different logo types? What type of logo does your brand use? Let me know in the comments!