When it comes to your business, your logo is likely the first impression you'll make on potential customers.

But with so many options to choose from, how do you decide on the right logo style to perfectly encapsulate your brand?

A logo can take the form of an almost infinite variety of shapes and personalities.

From literal to symbolic, from word-driven to image-driven, they're all a combination of typography and images, and each type of logo gives your brand a different look and feel.

Before you decide on pursuing a particular type of logo design, it's crucial to understand the pros and cons of each and when it's best to use them.

Since your logo is the single most visible element of your brand—you want to get it right.

Let's dive into each type, along with examples of famous logos and when to use them effectively.

1. Wordmark

A wordmark is a text-only logo using a stylized company or brand name. It's essentially a brand name set in a unique typeface with certain characteristics.

A wordmark is a text-only logo using a stylized company/brand name.

Examples:

1. Uber's logo: Probably the simplest logotype of all, it's just a clean sans-serif typeface set in black with proper kerning.
2. Google's logo: Uses a simple, geometric sans-serif font but stands out with its characteristic color scheme.
3. Coca-Cola's logo: Utilizes the iconic Spencerian Script typeface, polished and refined over the years.

When to use a wordmark:

• When you have a catchy, descriptive business name to highlight.
• For fashion, food, or tech brands wanting an innovative logo.
• When your brand name is short and distinct.

Pros:

• Clear brand communication
• Versatile applications
• Spotlights the brand name
• Good for short and distinct brand names

Cons:

• If not designed well, it may lack mnemonic value (not be unique enough)
• May not work well for long brand names

Design Tips:

• Focus on unique, custom typography
• Consider the personality of your brand when choosing a font style
• Experiment with letter spacing and weight for distinctiveness

2. Lettermark

A lettermark is also a text-based logo, but instead of the full name, it represents your company through the use of its initials or the first letter only.

A letter or group of letters that represent a brand name.

Examples:

1. McDonald's golden arches: One of the most famous lettermarks, working great as signage.
2. 3M's logo: Represents "Minnesota Mining Manufacturing" in a simple, memorable way.
3. Louis Vuitton's LV symbol: A classic example of a fashion brand using a monogram.

When to use a lettermark:

• When you have a long business name and need a simple logo.
• For small businesses or those targeting high-end clients.
• When your brand name abbreviation is catchy or memorable.

Pros:

• Simple and identifiable
• Good for lengthy names
• Appeals to luxury markets
• Easy to scale for various applications

Cons:

• Boring typography can be easily forgotten
• May not work well for new or unknown brands

Design Tips:

• Make the font interesting and unique
• Consider negative space techniques for added visual interest
• Ensure it's legible at various sizes

3. Pictorial Mark

A pictorial mark is a type of logo that uses an image that is immediately recognizable and has been designed in some unique way.

A graphic symbol or icon representing a real-world object related to the brand.

Examples:

1. Apple's logo: The iconic apple with a bite, a perfect example of a pictorial logo.
2. Twitter's bird symbol: A small bird designed with smooth lines and geometric shapes.
3. WWF's panda logo: Effectively uses negative space to create a memorable image.

When to use a pictorial mark:

• When your business specializes in one product/service that can be easily depicted visually.
• For established brands that want a simple, recognizable logo.
• When you want to create a strong visual association with your brand.

Pros:

• Visually appealing and memorable
• Transcends language barriers
• Works well on social media and as app icons

Cons:

• Difficult to design effectively
• Requires heavy exposure for brand recognition
• May not work well for businesses with diverse offerings

Design Tips:

• Aim for simplicity and recognizability
• Consider how it will look in different sizes and contexts
• Ensure it aligns with your brand's personality and values

4. Abstract Mark

An abstract mark is a type of logo that uses geometric shapes or other non-pictorial forms to create a symbol.

A non-pictorial symbol that can take on any meaning.

Examples:

1. Nike's swoosh: One of the most recognizable abstract logos, suggesting speed and dynamism.
2. Chase's octagon logo: Represents forward motion and progress.
3. Mastercard's overlapping circles: Simple yet iconic and recognizable worldwide.

When to use an abstract mark:

• When representing diverse offerings or communicating brand values.
• For businesses doing many different things or planning extensive online branding.
• When you want a logo that can evolve with your brand over time.

Pros:

• Works effectively for large companies with numerous and unrelated divisions
• Communicates brand values
• Offers creative freedom and flexibility for diverse brands
• Can be more unique than pictorial marks

Cons:

• Difficult to design well
• Requires heavy marketing to imbue meaning
• Can be too vague or misconstrued if not designed precisely

Design Tips:

• Focus on conveying your brand's core values or attributes
• Use color psychology to enhance the message
• Test the design with your target audience to ensure it conveys the right message

5. Combination Logo

A combination logo mixes the elements of both a text-based logo with a pictorial or abstract symbol.

A combination of images and words like letterforms with mascots.

Examples:

1. Adidas logo: Uses the three stripes symbol (abstract mark) together with the name (wordmark).
2. Amazon's logo: Combines the name with a graphic element (a smile underneath).
3. Red Bull's logo: Mixes a pictorial mark (two bulls with a sun behind) with a wordmark.

When to use a combination logo:

• When you're a startup wanting to build logo recognition.
• If you want a logo you can easily trademark.
• When you need a versatile logo that works across various mediums.

Pros:

• Combines the best of two worlds: a text-based logo with a graphic symbol
• Versatile and flexible
• Easily recognizable and rebrandable
• Good for startups and established brands alike

Cons:

• Can be complex if not designed well
• May not be as impactful as simpler logo types in some contexts

Design Tips:

• Ensure the text and graphic elements complement each other
• Consider how the elements will work separately and together
• Design with scalability in mind for various applications

6. Emblem Logo

An emblem is a type of logo in which the brand name is inextricably linked to a graphic element.

An emblem mixes a brand name with a symbol that can't be separated.

Examples:

1. Harley-Davidson logo: The font is distorted to fit into the shield symbol.
2. Superman logo: The "S" is inseparable from its diamond-shaped background.
3. Harvard University logo: Like many educational institutions, it uses a shield emblem.

When to use an emblem logo:

• When conveying tradition, prestige, and longevity.
• For organizations with uniforms or a reputation to uphold.
• When you want to create a sense of authority or officialdom.

Pros:

• Conveys tradition, professionalism, and longevity
• Looks terrific as embroidery on merchandise or as logos on vehicles
• Creates a strong, cohesive brand image

Cons:

• Can pose legibility issues when miniaturized
• Elements are inseparable, making it less flexible
• Not as easy to rebrand or update

Design Tips:

• Ensure all elements are legible at various sizes
• Use negative space effectively to prevent cluttering
• Consider a simplified version for small applications

7. Mascot Logo

A mascot logo features a character or animal that has been stylized to represent the brand.

A logo that uses a stylized symbol of a character/animal.

Examples:

1. Michelin Man: A friendly character made of tires.
2. Pringles: Features a stylized face of a mustachioed man.
3. TunnelBear: A tech company successfully using a bear mascot for its VPN service.

When to use a mascot logo:

• When appealing to children/families or making complex ideas friendly.
• For food brands, restaurants, or companies with "dry" services.
• When you want to create a strong emotional connection with your audience.

Pros:

• Friendly and approachable
• Perfect for kids/food brands
• Makes concepts accessible
• Humanizes dry or complex services

Cons:

• Not suitable for all industries
• May seem too informal for some contexts
• Can be challenging to use across all mediums

Design Tips:

• Ensure the mascot aligns with your brand personality
• Create variations for different applications (full-body, face-only, etc.)
• Consider animation potential for digital applications

8. Dynamic Marks

A Dynamic Mark is a type of logo that is adaptable and able to change its appearance fluidly across different mediums and contexts.

An adaptable logo that changes based on context.

Examples:

1. MTV logo: Morphs and changes fluidly in motion graphics.
2. "I ♥ NY": The heart morphs into different icons representing New York's imagery.
3. Nickelodeon logo: The splat morphs into various shapes and incorporates different themes.

When to use a dynamic mark logo:

• For brands in creative industries that value flexibility.
• If your brand has many sub-brands or branches.
• When you want to keep your brand fresh and engaging across various platforms.

Pros:

• Adaptive and creative
• Interactive and maintains audience interest
• Allows for seasonal or contextual variations
• Keeps the brand interesting and audience engaged

Cons:

• Can cause brand confusion if changed too frequently
• Requires careful management to maintain brand consistency
• More complex to implement across all brand touchpoints

Design Tips:

• Establish clear guidelines for logo variations
• Ensure the core brand identity remains recognizable across all variations
• Consider how the logo will work in both static and dynamic applications

9. Letterforms

A Letterform logo consists of a single letter representing a brand.

A logo that isolates just one single initial letter from the brand name.

Examples:

1. Pinterest logo: Isolates just the first letter "P" of the name.
2. WordPress logo: Uses a stylized "W" to represent the brand.
3. Yahoo logo: Features a custom stylized "Y" with an exclamation point.

When to use a letterform logo:

• When you have a lengthy, complicated business name to simplify.
• For creating a "snackable" logo for minimal effort.
• When your brand name starts with a distinctive or memorable letter.

Pros:

• Scalable and recognizable
• Good for long names
• Minimal effort required
• Works well for app icons and social media profiles

Cons:

• One letter design must be bold and memorable
• Can face legibility issues if not designed well
• May not work for new or unknown brands

Design Tips:

• Make the chosen letter distinctive and memorable
• Consider negative space techniques for added visual interest
• Ensure it's legible and recognizable at various sizes

Conclusion

Deciding on the style of your logo should be one of the very first steps in developing your brand identity. When choosing the best type of logo for your brand, consider factors such as:

• Your brand name (length, pronunciation)
• Your logo idea
• Your industry
• Target audience
• Brand personality
• Application contexts (digital, print, merchandise, etc.)

There's no "fast rule" to determine which type of logo will work best for your brand. Ultimately, the designer will help determine which type of logo suits you best based on a thorough understanding of your brand and its needs.

Remember, a great logo is just the beginning of your brand identity. It should be part of a cohesive branding strategy that includes color schemes, typography, and overall design language.

For more insights, check out my article where I walk you through my logo design process.

If you're looking to hire a logo designer, visit my portfolio and email me directly to discuss your project.