Which type of logo is best for your brand design?
During the logo design process, you and I will collaborate on types of logos that work best for your business. To arrive at the perfect logo, we'll discuss your business offering, core values, mission and vision, ideal client and competitors. As your brand designer, I'll recommend types of logos that will attract and appeal to your dream audience.
To gather some ideas, read through this post outlining nine types of logos you can use for your brand.
1. Letterform
The first type of logo we'll begin with is the simplest. Letterform logos are minimal in design and composed of a single letter. When designed properly, consumers immediately recall your full business name over time. One successful example of a letterform logo is McDonalds' golden arches forming the letter M.
Here are a few things to keep in mind about letterforms.
This typographic logo's main benefit is that it remains legible when scaled down to fit compact spaces.
Letterform logos are especially useful if your business name is lengthy or complex.
Because these logos are a single letter, it's critical that the design is packed with personality to create a memorable experience for your audience.
If your letterform logo doesn't command attention, it'll fail to help your ideal client remember your entire business name and what you do.
One downside to letterforms is that it can be difficult to use if your brand is new and hasn’t built strong brand recognition. For businesses just starting out, I recommend pairing this with your business name to create a combination mark (we’ll discuss this later in the post). Removing your business name can be done after you’ve strengthened brand recognition with your audience.
The following images feature two recognizable letterform logos from McDonald’s and WordPress.
McDonald’s letterform logo
WordPress letterform logo
2. Lettermark
The second type of logo we're discussing today is a lettermark, also known as a monogram logo. Similar to a letterform logo, it’s a typography-based design. Lettermark logos typically stem from your business name’s initials to create an identifiable abbreviation. NASA, for example, stands for National Aeronautics and Space Administration.
Here are a few scenarios where a monogram logo is useful.
Monogram logos are associated with class and royalty making them ideal for luxury brands. Think Louis Vuitton’s LV and Chanel’s interlocking CC.
A lettermark logo is minimal in design which lends itself well to businesses with a multinational audience or companies that plan to expand its offering.
Lettermark logos offer simplicity to businesses with an extensive name. We would all rather say IBM in place of International Business Machines Corporation.
The images below spotlight monogram logos used by Louis Vuitton (LV) and IBM.
Louis Vuitton lettermark logo
IBM lettermark logo
3. Wordmark
Third on our list is a wordmark, commonly referred to as a logotype. Wordmarks consist of only letters to display your company name. Logotypes are popular across industries because they establish brand recognition and are compatible with most marketing materials.
Here are a few instances where a wordmark logo will work best for your brand.
Wordmark logos are ideal for brands with one-word business names or companies with a distinctive name. Uber and Lyft are excellent examples.
If you recently launched your business, you might choose a wordmark logo because they are easily identifiable helping your ideal audience remember you and your offering.
Because wordmark logos only consist of letters, it works well for a brand that plans on using a vibrant color palette to help differentiate itself. The LEGO Group does this well.
Similarly, a business that's interested in using a striking typeface will find a wordmark logo useful.
As a brand designer, I like that this type of logo removes the brand recognition problem for new businesses. To ensure your brand is unforgettable, it’s important to work with a brand designer to combine color with a typeface that resonates with you and your ideal client.
The following are examples of workmark logos from The LEGO Group and Supreme.
LEGO wordmark logo
Supreme wordmark logo
4. Pictorial mark
Now that we’ve covered logos that are type-heavy, we’ll get into examples of logos that incorporate imagery and symbols. The fourth type of logo is a pictorial mark, widely referred to as a logo mark, brand mark or logo symbol. This type of logo is a graphic that resembles something literal. For instance, Apple chose a real-world object (an apple) for its pictorial mark.
Pictorial marks and letterforms have the same downside being that unless your business has built strong brand recognition, it’s a risky logo to pursue in the beginning. Most pictorial marks we recognize today started out alongside the company name. Through heavy marketing and a great deal of exposure, brands were able to drop the company name and remain identifiable with just the pictorial mark.
Here are a couple of scenarios where a pictorial mark can be used.
If your businesses specializes in a specific product or service that can be represented by a real-world object, pictorial marks are suitable.
If your brand has a compelling story to tell and is ready to invest in heavy advertising to share this story, pictorial marks can work well. It will take time for your audience to connect an image to your brand and storytelling goes a long way.
The following are images of pictorial marks used by Twitter and Apple.
Twitter pictorial mark
Apple pictorial mark
5. Abstract mark
Abstract marks are similar to pictorial marks with the key difference being that they are not recognizable objects. Abstract marks combine geometric shapes to form a truly unique symbol based on your company’s identity. The symbol’s meaning is entirely defined by the company it is designed for. A famous example of this is Pepsi’s red, white and blue spherical symbol.
The following are examples of occasions where an abstract mark is helpful.
You have many competitors and need a stand-out logo that cuts through the noise and captures attention.
Your company has numerous offerings and needs a logo that can take on the responsibility of unifying the company. Similarly, if your company plans to broaden its offering and needs a stable symbol that can evolve with an expanding business.
Your audience is global and you need a logo that is not susceptible to cultural differences. You control the meaning of your abstract logo rather than working with current perceptions of a symbol.
The images below depict abstract marks from Spotify and Nike.
Spotify abstract mark
Nike abstract mark
6. Combination mark
Next on the list is a combination mark. This type of logo joins a typographic mark (letterform, lettermark, wordmark) with a visual mark (pictorial, abstract, emblem or mascot). The orientation can be vertical, horizontal or integrated to create a unique logo. For example, Adidas combines a wordmark with an abstract mark by stacking them on top of each other.
Here are why combination marks are a popular logo choice.
They offer flexibility. If your brand wants to eventually be recognized by the visual element alone, beginning with a combination mark clears the path as your ideal audience will immediately associate your business name with the paired visual element.
If you’re a new business you’ll find this type of logo useful for building brand recognition with your audience. Combination marks offer typographic and visual reinforcements for your brand.
The images below feature combination logos from Tesla and Adidas.
Tesla combination mark
Adidas combination mark
7. Emblem
Similar to combination marks, emblems are symbols that contain text. The difference here is that emblems encompass text within a crest, shield or seal. Emblems are associated with professionalism, heritage, quality, achievement, prestige and tradition. This connection naturally attracts universities, government agencies, sports teams and the auto industry.
The main drawback of an emblem logo is that we’re increasingly a mobile-first world and they tend to become illegible when scaled down to fit small screens. Modern emblems take this into consideration during the design process to produce a versatile, less intricate and stylized logo. General Electric is a great example of this.
Here are a few instances where an emblem might work best for your brand.
If your company has traditional values or long-standing heritage, you can communicate this through emblems.
Your might opt for an emblem logo if your brand is keen on communicating stability, security or authority to your audience.
Emblems convey a sense of belongingness and community so it’s great for your business if you want to express this.
BMW and MINI (pictured below) are two examples of emblem logos.
BMW emblem logo
MINI emblem logo
8. Mascot logo
A mascot logo features a character who acts as your brand’s spokesperson communicating your brand values and messaging. This illustrated character is your brand ambassador who has the ability to build strong emotional connections with your target audience. Industries spanning sports, gaming, food & beverage and entertainment gravitate towards mascot logos.
If you resonate with the following scenarios, a mascot logo might be a good choice for your brand.
Your ideal audience is made up of families or children and you’d like to create a family-friendly feel to your company. The Kool-Aid Man and Pillsbury’s Doughboy are notable examples.
Alternatively, mascots can also connect with adult clientele. Successful examples of this include Mr. Clean and Captain Morgan.
Your brand provides a necessary service but isn’t part of an industry deemed exciting. A mascot logo is a brilliant way to jazz up branding in a way that deeply connects with your audience.
Mascots are relevant to your business if you plan on using marketing channels such as lively community events or any video/audio advertising.
Examples of The Michelin Man in action are pictured below.
Michelin man mascot logo
Michelin man mascot logo
9. Dynamic
Dynamic logos are designed with adaptability top of time. It’s a type of logo that is updated for different occasions. Perhaps the most famous example of this is Google. Google’s Doodles is an archive of every time the company has changed its logo for an event. With dynamic logos, it’s key to keep a few elements consistent with each change. Google keeps its name front and center while the font, illustrations and colors adjust.
FedEx opted for a dynamic logo switching colors for each service it provides. The Ex portion of its logo changes from orange to green, red, blue, yellow, or gray to indicate this.
Read through the following situations to see if a dynamic logo is the right move for your brand.
Your company offers several products or has many divisions and there isn’t one word or image that could accurately define all your company does.
If your brand wants to communicate that it’s innovative or creative, a dynamic logo easily demonstrates these attributes.
The following images show how FedEx’s dynamic logo changes colors for services within the company.
FedEx dynamic logo
FedEx Ground dynamic logo
If you’re still unsure about the best type of logo to use for your brand, contact me and we’ll weigh the pros and cons together!
