A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. In most cases, a logo consists of symbols, stylized text, or both.
There are three main types of logos, and they are frequently combined.
These are the three major groups:
These brand icons are essential for every business, whether they are big icons on screens or tiny pictures on the side of buses. They serve to define a brand’s personality and distinguish it from rivals. A quality logo will not only accurately represent the company and its personality, but it will also be memorable and functional in a variety of settings.
Wordmarks, also known as logotypes, are composed of the company name in a specific typeface.
A wordmark is a great option for businesses with catchy names or those looking to spread their name throughout the world because it will be used on all of their marketing materials.
Examples: Wix, Coca-Cola, Subway, Casper, Kellogg’s, eBay and West Elm.
One-letter logos known as letterforms only use the first letter of the brand’s name. Brands frequently have a second version of their logo that includes their full company name (referred to as a wordmark or logotype, as explained above), to be used on various occasions.
In general, letterform logos are a wise choice for companies with established reputations. Otherwise, it might be difficult to get people to recognize and remember the name of your business. For brands with long names, they are also advantageous.
Examples: Facebook, McDonald’s, Netflix and Pinterest, Uber and Beats.
Lettermarks are typography logos made up of the brand’s initials, also known as monogram logos. When speaking, brands with monogram logos, such as IBM and NASA, are typically identified by their shortened version. (When was the last time you heard say “International Business Machines Corporation” instead of “IBM? OR “Imagine Digital eXpressions” instead of IDX.Marketing?).
Brands frequently use the shortened version of their name in some industries. If you’re working within those parameters, you might want to follow tradition and design a lettermark logo. For companies with lengthy names who want to make a shortened version more memorable, lettermarks are a popular option.
Examples: IDX.Marketing, HBO, IBM, NASA, CNN, HP and Louis Vuitton.
Brand marks, also known as logo symbols or pictorial marks, are visual representations of a company’s identity or activities. These kinds of logos typically depict an item from the real world. The best logos make use of symbols so that when you first see them, you immediately recognize the brand.
Utilizing these kinds of logos has the benefit of establishing a powerful tone of voice. A well-designed logo symbol can become extremely memorable once your business becomes well-known.
Examples: Shell, Apple, Twitter, Target, Instagram and Snapchat and Major League Baseball.
These logos, which are images, reflect a company’s branding by using abstract forms. A logo mark that is abstract is more metaphorical than a mark that is pictorial and represents an actual object.
Additionally, for international brands whose names don’t translate well into different languages, an abstract logo mark can be a good option.
Examples: Airbnb, Chanel, Nike, Olympics, Google Drive, Adidas and Pepsi.
Mascot logos feature illustrative characters that serve as “ambassadors” or visual representations of a brand. As long as they represent the brand’s identity, they could be fictional characters or actual people.
Mascots can be a useful tool for engaging customers with your brand because people naturally identify with other people or fictional characters. Companies that cater to children and families frequently use this type of logo because you can use a mascot to create a fun, playful vibe that will appeal to your audience. Think about whether having a mascot for your company makes sense, and if so, how you can use it to convey the right message.
Examples: Michelin Man by Michelin, Colonel Sanders by KFC, Cap’n Crunch, Tony the Tiger by Kellogg’s and Mr. Peanut by Planters.
Emblems, also referred to as badge logos, frequently have crest-like characteristics. They create elaborate designs with a traditional vibe by fusing text with symbolic imagery.
In addition, emblems can give you the space you need to include a slogan that perfectly summarizes your company’s identity. When designing an emblem, keep in mind that because of their intricate details, this type of logo can be less versatile and doesn’t always translate well on a smaller scale. In those circumstances, you can come up with a simpler solution.
Examples: Starbucks, Stella Artois, Harley-Davidson, NFL, Warner Brothers, Manchester United.
This kind of logo combines words and (surprise, surprise) images. For instance, a combination logo might combine an icon and a wordmark, a mascot and a letterform, and so forth. While occasionally dividing the text and imagery to better suit different contexts, some brands have a single primary logo in the form of a combination mark.
Combination marks can be a great place to start for businesses that are still developing their brand recognition. Over time, you’ll be able to use either just the text or just the icon and still be recognized. Additionally, it helps potential customers understand the essence of your brand when icons, symbols, and other visual elements are used to support the text.
Examples: Taco Bell, Toblerone, Dropbox, CVS, Dove and NBC.
Dynamic logos are somewhat of a peculiar anomaly in the world of understanding different types of logos and which one is best for you. Although it may seem strange given that consistency in logo design is a general rule, dynamic logos are actually very adaptable. Dynamic logos succeed because of that exact consistency. It is necessary for these kinds of logos to have a fundamental structure that acts as the central motif and can be seen in all variations of the logo.
This kind of logo might be ideal if you work in the creative sector and want to stay current and creative. Try not to overdo it with frequent modifications to your logo, though, as you want customers to foster their relationship with your brand as they begin to associate it with positive things. No matter what kind of logo you select, consistency is always important.
Examples: MTV, Hilary Clinton, Google, Nickelodeon and Virgin.
