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The 7 types of logos and how to pick your right option (examples included!)

May 26, 2022 | Visual Brand

We’re walking through seven different types of logos and how to best use them in your business to curate your brand’s experience.


Trying to decide which type of logo will best fit your visual brand?

While there are no hard and fast rules, today I want to walk through the seven different types of logos as well as the benefits and drawbacks of each, to help you decide which type is right for your business goals.

 

Rather watch than read?

In This Article

>> What is a logo type?
>> Why does logo type matter?
>> Wordmark
>> Pictorial
>> Lettermark
>> Abstract
>> Mascot
>> Emblem
>> Combination
>> How to select your right logo type
>> Rather watch than read?
>> Additional brand resources.

 

What is a logo type?

A logo type is the categorization of a logo based on its layout, structure and elements.

 

Why does logo type matter in the first place?

As with all visual brand elements, the logo design can go a long way towards supporting your overall brand experience.

Because each logo type has unique characteristics, there will probably be one or two logo type options that will best fit and enhance the brand’s personality. At the very least, it’s worth considering which one(s) align well with your goals, even before you begin the design phase.

 

Wordmark

This is a text-based logo with only words within the structure. What’s great is that it’s often the simplest and most timeless logo type, and can also easily be injected with brand personality by customizing the letterforms used or playing around with the layout.

What makes it a great:
As a new business, this is a great option because you’re still working on your brand awareness. So, to have the business name as the logo, it helps build awareness of who you are.

What to look out for:
Sometimes, script font will be used as the primary typography in a wordmark. Be mindful of legibility when using a cursive, script or handwritten style font, especially at a smaller scale.

 

 

Pictorial

This is a picture or illustration that represents the brand.

What makes it a great:
Using a picture is a great way to visually inject brand personality into the overall logo and align your brand with something tangible that people can understand and relate to.

What to look out for:
If you’re a new business or still in the brand awareness phase, pair a wordmark with your illustration so people can start to tie the two together.

 

Lettermark

This is a monogram or acronym to represents the brand.

What makes it a great:
If you have a long business name or one that’s hard to pronounce, this is a great option to shorten it and make it more legible and easy to understand.

What to look out for:
If you’re a new business or still in the brand awareness phase, pair a wordmark with your wordmark so people can start to tie the two together.

 

Abstract

This is a shape that’s meant to align more with a concept or idea, rather than a concrete illustration.

What makes it a great:
If your concept or idea is hard to pictoralize, this is a great option to tie in an image while staying conceptual.

What to look out for:
If you’re a new business or still in the brand awareness phase, pair an abstract element with your wordmark so people can start to tie the two together.

 

Mascot

This is an identifiable face for the brand’s personality and can be incorporated into the logo or stand alone as a representative of the brand.

What makes it a great:
This is such a fun way to inject personality into the brand by creating a full-blown character(s) as a representation of your brand’s personality and persona.

What to look out for:
I feel like a broken record here but, if you’re a new business or still in the brand awareness phase, pair a mascot with your wordmark so people can start to tie the two together.

 

Emblem

This is when the logo is contained within a shape, either visible or inferred. Think badges and/or seals.

What makes it a great:
Because they’re generally a little more intricate, you can bring in some fun details that really add to the brand’s personality.

What to look out for:
If the emblem is detailed, it doesn’t transfer well to a smaller scale. So, make sure you get a variation that can be scaled down and legible.

 

Combination

This is a mixture of an emblem, mascot, abstract or lettermark with a wordmark.

What makes it a great:
It’s a great option for everyone, regardless of brand size. And but having multiple elements, you can break them down into smaller pieces, based on scale and need.

What to look out for:
Because you are mixing multiple elements, make sure you get variations for all your use-cases.

 

How to select your right logo type

While there is no right or wrong answer to this question, there are a few considerations you can make when choosing your right logo type. First, think about your desired brand personality and the words that you want people to feel when they experience your brand. This will help you identify your brand season.

Spring
If you’re most aligned with spring, a fun and creative mascot could be your right option

Summer
For summer, an abstract and elegant mark may be the right way to go

Fall
For fall, a badge or emblem that’s vintage-style could feel most aligned

Winter
If you’re aligned with winter, a powerful yet clean and straightforward wordmark might be your best bet

Remember, there’s no right or wrong logo type for your brand, just remember that it can affect how the logo is perceived, meaning it can enhance or detract from the brand’s personality and perception.

 

Happy branding!

All my best,

 

Need additional branding resources?

Learn how to utilize the power of color to help evoke a specific brand experience in this post.

Seasonal Brand Theory is an easy way to help you identify your brand personality. This post walks you through the process.

We walk through the five different types of logos to use in your visual marketing so that you can look consistent wherever your brand is experienced.

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