8 Types of Logos and How To Use Them Effectively

A strong brand differentiates a company from competitors, establishes trust with consumers, improves recognition, and gives marketing more bang for its buck.

In terms of connection with the audience, the most significant part of branding is the logo - for one simple reason: it's the first thing customers will see.

The logo is the flagship of a brand - its unique personality boiled down into an easy-to-recognize image.

Getting the logo right is an incredibly important part of any business. For small businesses, it can be crucial for getting hold of the market. That’s why it’s imperative to ensure your logo creates the right impression and clearly conveys your brand’s message.

A big part of that is choosing the right type of logo to go with. Unfortunately, there's no "quick way" to determine which type of logo will work best for your business. It's a process. And the first step? Exploring the different options available and learning about the pros and cons associated with each approach.?

In this article, we'll look at how and when to use 8 different types of logos.

Lettermark

Lettermarks (a.k.a. monogram logos) are exclusively typographic logos usually comprised of brand initials. They are made using a custom typeface or by finding one that successfully conveys brand identity and making adjustments to it.

Note: The difference between lettermarks and wordmarks is that lettermarks use an abbreviation of the business name, while wordmarks use it in its entirety.

How to Use

1. Use a custom typeface: an eye-catching and unique typeface to stand out.
2. Consider various typography parameters: kerning, width, weight, and style.
3. Create intricate details: subtle details make monograms outstanding designs.
4. Ensure simplicity and clarity: keep it?clean and legible when scaling.

When to Use

• if your brand’s name is rather long and difficult to read at a small scale
• if you’re operating within an industry in which lettermarks are especially common
• if you want to appeal to high-end customers or offer handcrafted goods, as monograms are traditionally associated with wealth and personalization.

What to Consider

If you’re not an established brand already and you decide on a monogram logo, consider including your full business name below - at least in the beginning. This way, you will enable people to build an association between your logo and your business name.

Wordmark

Wordmarks (a.k.a. logotypes) consist of the company’s name in a uniquely stylized typeface. Like lettermarks, they are exclusively typographic designs and can use all caps, small caps, or a mix of both, as well as special characters.

Note: In a recent study of logos belonging to the top 100 brands in the world, 37% of them consisted only of uniquely stylized text.

How to Use

1. Use a custom typeface: unique and highly reflective of the brand’s personality
2. Consider a character feature: break the monotony with a uniquely designed letter
3. Color your letters: use color psychology to convey the right message and tone
4. Ensure simplicity and clarity: keep it clean and legible when scaling down

When to Use

• if your brand’s name is short, catchy, and distinct, or if you’re using your personal name
• if you’re operating within an industry in which wordmarks are especially common?
• if you’re a new business that wants to get its name out into the world quickly

What to Consider

If your business name does not say anything about what you do and you’re not an established brand already, consider how you can create the kind of brand recognition an image can help you foster.

Letterform

Letterforms are logos that only include the first letter of the brand’s name. They’re used as a mnemonic device, but companies often have a version of their logo that comprises the full business name for use on different occasions.

Note: A letterform is a term used especially in typography, paleography, calligraphy, and epigraphy to mean a letter's shape.?It is a type of glyph, which is a specific, concrete way of writing an abstract character or grapheme.

How to Use

1. Make sure it’s original: letterforms consist of only one letter so their effectiveness solely depends on a memorable design. Experiment with typography, color, and background.
2. Use a legible font: although the font must be impactful, if it's not legible from a distance - it’s missing the mark.

When to Use

• if your brand is already established, prominent, and reputable in the industry
• if your business has a long and complicated name or several names
• if you want to quickly communicate with users in apps, favicons, etc.

What to Consider

If you’ve decided on a letterform logo, consider elements that could make it resonate with the target audience. This could mean a funky font, dramatic backdrop, or interesting color scheme.?

Pictorial Mark

Pictorial marks (a.k.a. brand marks or logo symbols) are graphic-based logos consisting of icons, images, and symbols that reflect the brand’s identity, activity, or mission. Normally, they represent an object from the real world simplified and stylized in a unique way.

Note: If you’ve just started your business and want to adopt this type of logo, consider using a wordmark associated with the symbol until your audience gets familiar with your brand and offer.?Once you’re established on the market and your logo is recognizable enough, you can remove it (just like Starbucks did).

How to Use

1. Choose the right symbol: one that is distinctive, in line with brand values and character, and that represents the business and industry - literally or subtly
2. Consider including your name: for new businesses, including the full name below your logo will allow audiences to learn who you are and what you do
3. Opt for a timeless symbol: while your logo will evolve over time, the symbol should be such that it remains relevant and meaningful forever.

When to Use

• if your business name represents a real-world object (think Apple)
• if your business already has some traction and your brand is established
• if you don’t anticipate big changes to your business model in the future
• if your target market is global and you want to avoid communication barriers
• if you specialize in one product/service that can be represented by an image.

What to Consider

If your brand is not yet established, keep in mind that pictorial logos are often the hallmark of companies that are considered iconic.?In case you decide on it nevertheless, choose a symbol that contains elements that will make your audience quickly associate it with your brand.

Abstract Mark

Abstract logos are image-only and use abstract forms to visually represent a company’s branding. Symbolism is at their core and unlike pictorial marks that represent a real object, abstract logo marks are more metaphorical, often geometric forms.

Note: Consider using an abstract logo with the brand’s name for a while if your company is new.? Nike’s abstract logo, the famous swoosh, perfectly represents the idea of movement. But it can only work alone because the brand is highly popular, and you can still sometimes see it together with the brand’s name.

How to Use

1. Consider the message: the possibilities are endless, but don’t go directionless - use shapes and colors that evoke the brand’s core values.
2. Make it self-explanatory: avoid being misunderstood by creating an abstract figure that isn’t too vague or evasive.
3. Keep printing in mind: a logo with excessive details will create problems for printers and increase printing costs.?

When to Use

• if your main objective is to communicate values or other brand characteristics
• if your company is large or has unrelated divisions, for strategic ambiguity
• if your target market is global, to avoid communication barriers?
• if you’re planning on doing the bulk of the branding online
• if you’re operating in certain sectors (technology and services)

What to Consider

If you want to create an abstract logo for your brand, make sure you refine the design until you’re sure it’s conveying the intended message to the world. Avoid shapes that are too extreme or radical as they are harder to remember.?

Notice how the Nike logo is easily re-creatable from memory??

Mascot

Mascot logos consist of illustrated characters that act as “ambassadors” for a brand. With them, businesses give their companies a face, which comes with evoking specific emotions in audiences. They’re often colorful, sometimes cartoonish, and almost always fun.

Did you know: Camel cigarettes ran a ten-year advertising campaign based on their mascot, Joe Camel (a.k.a. Old Joe). However, they had to pull it in 1997 while facing a lawsuit that accused the company of using the mascot to target children – evidenced by a $470 million increase in cigarette sales to teenagers since the campaign started.?

How to Use

1. Don’t forget the ‘little things’: use details to depict the unique personality of your brand mascot.?
2. Make it scalable: details mustn't get in the way when using the design across branding and marketing material. Consider proportions for large and clarity for small spaces.

When to Use

• to create a wholesome atmosphere to appeal to young children or families
• if you’re operating in certain sectors (sports, food & beverage, services)
• if you offer something highly complex and want to make it more accessible
• if you want to encourage customer interaction and employ extensive social media marketing campaigns

What to Consider

If your company’s focus is global innovation or industry disruption and if your product/service isn’t child-friendly, keep in mind that a mascot may not send the right message.?

Remember Camel?

Emblem

Emblems, also known as badge logos, are typically reminiscent of crests, seals or stamps. They inseparably connect text and symbolic imagery to form ornate designs. The elements are never isolated and often richer in detail than in other logos, which gives them a traditional feel.

Note: Emblems work especially well for brands in the food and beverage industry. However, some companies (for example Starbucks) have effectively modernized the traditional emblem in favor of a more modern pictorial mark.?

How to Use

1. Make it scalable: the details mustn't get in the way when using the design across branding and marketing material. Consider proportions for large and clarity for small spaces.
2. Be sure of your design: emblems are not flexible logos and once they’re finalized, you can’t do much, so take a hard look at all the elements beforehand.

When to Use

• if you want to communicate rich history, reputation, and prestige
• if your brand upholds traditional or juxtaposes traditional with modern values
• if you’re operating within certain industries in which emblems are especially common (public agencies, universities, sports, security, automotive)

What to Consider

Due to intricate details, emblems can be less versatile and don’t always work well scaled down.?If that’s the case with your logo, consider creating a simpler alternative/s for different purposes.

Combination Mark

Combination marks are, as the name suggests, a mix of different types of logos. They combine picture (mascot, pictorial or abstract mark) with text (wordmark, lettermark or letterform). The elements can be laid out side-by-side, stacked on top of each other, or integrated to create an image.?

Note: Some established brands have a main logo in the form of a combination mark, while occasionally splitting up the text and imagery to better suit various contexts. Just be careful to ensure clear & cohesive visual language throughout!?

How to Use

1. Choose the right symbol: the choice of the symbol is key to successful brand positioning. Pick one that expresses your brand value and message.?
2. Consider the size of design elements: make sure the different elements are centered, aligned, and work well together in terms of size.??
3. Leave adequate space: avoid close-packing and creating large gaps between the different design elements.

When to Use

• if you’re not well known or just starting out & want to build brand recognition
• if you’re uncertain that another type of logo would work for your brand
• if you want to make the logo trademarking process easy and seamless

What to Consider

Versatile shouldn’t mean excessive. Conceptualize how you want your name and symbol to work together and keep your logo clean and on message.

In Conclusion

Each of the main 8 types of logos can be an effective solution for the right brand. Carefully consider the upsides and downsides to each approach while keeping your brand personality, positioning, offering, target audience, and competition in mind. Then choose a solution aligned with your brand strategy, that will help your business resonate with the right people and stand out in the crowded market.

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If you have a project I can help with, feel free to message me or shoot an email at damjan@coric.design

Damjan ?ori? is a freelance designer specializing in logo & visual identity for small businesses. Over the course of 10 years, he has helped hundreds of brands share their story, build awareness, and establish trust by delivering effective graphic solutions across branding, packaging, print, and digital media. In 2021, he received the 99designs award for Best Branding Design.

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