Logo Design

Whether its a new, established, small, large, or restructuring business, a logo is probably the most critical tool in your product promotion arsenal. It's not just a random mark. It provides your business with an identity that represents your core values and your mission. If executed properly, that identity can immediately sell your brand to prospective customers.

A logo is a combination of text and imagery that tells people the name of your small business, product, and/or service and creates a visual symbol that represents your vision. It's a big part of your brand identity (what people will see).

A good logo is memorable, differentiates you from everyone else, and fosters brand loyalty. A logo is an important part of your company's brand, and makes a significant impact on a company's public perception. In fact, a logo is one of the most important branding investments a business can make.

Types of Logos

Though they’re all a combination of typography and images, each type of logo gives your brand a different feel.

And since your logo is the first thing new customers will see, you want to make sure you get it right.

Want to choose the best logo type for your business?

Here are the 7 types of logos you need to know about:

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Monogram / Letter-Mark

This logo is a typography-based logo that’s comprised of a few letters, usually a company’s initials.

The letter-mark is all about simplicity.

By utilizing just a few letters, letter-mark logos are effective at streamlining any company brand if they have a long name.

For example, how much easier is it to say and remember, NASA versus the National Aeronautics and Space Administration?

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Pictorial-Mark / Logo Symbol

A pictorial mark (sometimes called brand mark or logo symbol) is an icon—or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.

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Abstract Logo-Mark

An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image—like an apple or a bird—it’s an abstract geometric form that represents your business. A few famous examples include the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow you to create something truly unique to represent your brand.

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Mascot

A mascot is simply an illustrated character that represents your company. Think of them as the ambassador for your business. Famous mascots include the Kool-Aid Man, KFC’s Colonel and Planter’s Mr. Peanut. Mascots are great for companies that want to create a wholesome atmosphere by appealing to families and children. Think of all those mascots at sporting events and the great dynamic they create by getting involved with the audience!

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Emblem

An emblem logo consists of font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact, thus they are often the go-to choice for many schools, organizations or government agencies. The auto industry is also very fond of emblem logos. While they have a classic style, some companies have effectively modernized the traditional emblem look with a logo designs fit for the 21st century (think of Starbucks’ iconic mermaid emblem, or Harley-Davidson’s famous crest).

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Combination-Mark

A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Some well known combination mark logos include Doritos, Burger King and Lacoste Because a name is associated with the image, a combination mark is a versatile choice, with both the text and icon or mascot working together to reinforce your brand. With a combination mark, people will also begin to associate your name with your pictorial mark or mascot right away!

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Word-Mark / Logo-Types

Similar to a lettermark, a wordmark or logotype is a font-based logo that focuses on a business’ name alone, think Visa and Coca-Cola.

Word-mark logos work really well when a company has a succinct and distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.

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Serif (Word-Mark)

Made from serif lettering (where the strokes of the letters have small lines or wedges at the ends) look formal and traditional.

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Sans Serif (Word-Mark)

Logos without serifs look modern and clean.

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Script (Word-Mark)

Script wordmarks echo cursive writing or calligraphy. Letters are usually connected. Scripts can look elegant and refined (think wedding invitations) or retro (think old-school baseball logos).

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Handwriting (Word-Mark)

These casual scripts are less polished and more irregular. Handwriting-inspired logos feel personal. They’re often stylized signatures representing brands that revolve around their founder. Many fashion designers use handwriting wordmarks.

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