The Essential Guide to the 7 Types of Logos

Logos can be categorized into several common types. Understanding these categories is often a part of building a brand identity that works for an audience.

Thinking About the Right Category

Branding projects often involve picking "cool designs" without thinking about how they'll actually be used. A complex emblem might look nice on a physical product, but it often won't work as well as a mobile app icon. Picking a category that doesn't fit your needs can lead to issues with scalability and recognition later on.

Whether you're starting a minimalist project or something more traditional, there's usually a specific logo category that fits your mission. By understanding the common pros and cons of each, you can make a choice that works for your long-term identity.

1. Wordmarks (Logotypes)

A wordmark focuses entirely on typography. You'll see this with brands like Google or Visa. These are often useful for brands with distinct names because they build recognition without needing an extra symbol.

2. Lettermarks (Monogram Logos)

If a company name is a bit long, a lettermark is often a good choice. Brands like IBM or NASA use monograms to turn several words into a single visual mark that's easier to remember.

3. Pictorial Marks (Logo Symbols)

This is what people often think of when they hear the word "logo." It's an icon-based design, like the Apple logo. These are recognizable, but they can be a bit harder for new brands that haven't built up their name recognition yet.

4. Abstract Logo Marks

Instead of using a recognizable image, abstract marks use geometric shapes to convey a feeling. The Nike "swoosh" is a common example. They're often unique and work well for brands that want to work across different languages and cultures.

5. Mascots

Mascot logos involve an illustrated character that represents the brand. You'll see this with brands like Pringles. They're often a good choice for companies that want to have a friendly and approachable vibe.

6. The Combination Mark

This approach combines a wordmark and a symbol. It's a versatile choice because it lets you use the icon and the text together or separately, depending on the space you have available.

7. The Emblem

Emblem logos usually have text inside a symbol, like a badge or a crest. These logos have a more traditional look and are often a standard choice for schools or organizations.

Testing Styles

If it's unclear which type fits a project, the Logoipsum library can be used to experiment with different categories.

• Wordmarks: Review "Stacked" or "Horizontal" assets.
• Abstract or Symbols: Review the "Abstract" or "Symbol" categories.
• Lettermarks: Look for initial-based marks.

Final Thoughts

Selecting a logo type involves considering what works for a business and the platforms being used.

• Scalability: Ensuring a chosen type works at small sizes is a factor.
• Alignment: Mascots can provide a friendly feel, while wordmarks are an option for a simple look.
• Placeholders: Using Logoipsum assets is a way to see how different types appear in a UI.

Browse placeholder logos to see different categories for a mockup.