Whether you are a designer or not, you definitely realized by now (or even way before) that we live in a world filled with brand logos. From the clothes you wear, to the food you eat, to the vehicles you ride and even the gadgets you use, everything you have and consume displays some sort of logo, and it’s definitely one of these, but can you tell which is which?
Let’s dive in and find out about all these types of logos that we are constantly surrounded with!
LOGO TYPE 1: Wordmarks / logotypes
Wordmark / logotype = brand name written in a certain typeface.
You either use a pre-existing typeface to type out your logo, or you create your own typography, like Coca-Cola did. These can be all capital letters, lowercase letters or a mix of both. They can also include a special character or punctuation if necessary. If your brand has a catchy fun name that you want to show off, use the wordmark as your brand logo as it will be displayed on all your products and marketing materials.
Like these: SUBWAY, NESCAFE, Kellogg’s and VISA.
LOGO TYPE 2: Letterforms
Letterform = one-letter logo, typically the 1st letter of a brand’s name.
A brand can choose to have its logo done as a wordmark / logotype but also as a letterform, like the examples below. Letterforms are like the shortcut of the original “full-length” logo name and design, and are scalable, which makes them ideal for favicons, app icons, and signs. No matter how small they get, they are quickly recognizable, which is always a good thing for any brand.
Like these: Facebook, McDonald’s, Netflix and Pinterest.
LOGO TYPE 3: Lettermarks / monograms
Lettermark / monogram / acronym = typographic logo consisting of brand name’s initials.
Brands that use a lettermark or monogram logo are usually referred to by that name, such as CNN and IKEA (Nobody says “Hey, did you watch the Cable News Network today?” or “Did you check out the new sale at Ingvar Kamprad Elmtaryd Agunnaryd?”) You get the point. If you have a a personal name, a long name or one that is not easily pronounceable, use this kind of logo to be easily memorable and professional.
Like these: IBM, HP, CNN, and IKEA.
LOGO TYPE 4: Logo symbols/brand marks/pictorial marks
Logo symbol / brand mark / pictorial mark = graphic icon, symbol or imagery conveying the brand’s activity or identity.
This can be a literal representation of a brand name, like Instagram (Camera), Target (dartboard) and Apple (fruit), or it can be a more indirect representation of a brand, referring to what it does or stands for. Whatever the type of symbol, graphic or mark chosen for this type of logo, it should always be somewhat understandable (if not completely, assuming you want to be subtle), hinting at what the brand does and sort of “summing it up” visually in a simple way.
Like these: Apple, Twitter, Target, Instagram and Snapchat.
LOGO TYPE 5: Abstract logo marks
Abstract logo mark = image-based logo using abstract forms to represent a brand.
Unlike the category above in which the logo is a representation of a real item or being (like a camera or bird), abstract logo marks are more metaphorical, and hence, require a bit more imagination. This kind of logos usually suits the majority of business in any industry, as it it gives you much freedom to explore all your options as to how you will depict your brand to the world, in a way that transcends language and cultural barriers.
Like these: Chanel, Nike, Olympics, and Pepsi.
LOGO TYPE 6: Mascots
Mascot = an illustrated character acting as a “visual version” or “ambassador” of a brand.
It can be a fictional creature, character or real person, but regardless, its role is to “speak for the brand” and help its messaging get across in the right tone of voice and manner. This DOES NOT replace the logo itself, but can be displayed with it, just never alone. Mascots are a good choice if you want a creative and fun way of approaching you customers, since it is an indirect way of speaking to them but in a way that appeals to them as opposed to directly selling. A mascot along with your logo is a good way of getting your audience’s attention, and sending the right message. You can see why brands that makes family or children targeted products rely on this method to communicate in advertisements, like the examples below.
Like these: Colonel Sanders by KFC, Lucky the Leprechaun of Lucky Charms cereal, the Gecko from GEICO and the M&Ms characters.
LOGO TYPE 7: Emblems
Emblem = Basically a badge or crest.
A combination of text and symbolic imagery in a certain lockup for a more or less modern and traditional feel. Depending on the type of industry you’re in, an emblem may or may not work for your brand. Although this type of logo is mostly popular amongst universities, sports teams and coffee brands, some use this style to create a certain sophisticated and traditional feel. An emblem does not have to be complicated or too intricate, as long as it gives the right impression and suits the brand it represents. Now although this kind of logo may look cool and vintage or different from the typical minimalist logos of today, it is not as easily memorable or scalable (depending on the amount of detail of course) and therefore may not be ideal for different formats on application.
Like these: Harvard, Liverpool, Harley-Davidson and BMW.
LOGO TYPE 8: Combination marks
Combination = mix of images + words
A combination logo could be:
- an icon + a wordmark
- a mascot + a letterform
- a monogram + an icon
As mentioned before, you do not need to choose only one of these categories. Your brand can have a well-designed type logo, but also have an acronym and letterform with an icon and mascot as well. Of course, depending on your specific industry, brand, service or products, and your tone of voice, color palette and overall impression, it may or not be suitable to combine all these elements in your branding. Consult an expert on the matter and see what is the best way to embody your business, while avoiding creating clutter or being just more noise in the crowd of already saturated information and visuals.
Because they are so versatile, combination marks are super popular amongst diverse industry brands, as you can create multiple variations of your logo and use them in different contexts, for different purposes, while ensuring a cohesively clear visual language throughout. Notice how these brands use one version of their logo for a website but another for a business card, and another for clothing tags, like LACOSTE for example. If you‘re snacking at Dunkin’ Donuts, notice how their cups, napkins and packaging don‘t always have the same version of the logo, as each destination requires a different format of the brand logo, which is where the the combination marks becomes the ideal option.
Like these: Lacoste, Dunkin’ Donuts, MasterCard, Toblerone.
Now you are fully equipped with the knowledge of the differences between all these logo types, and will definitely appreciate them more now that you know about them ;)
Go out there and count how many brand logos you see in a single day, you'd be surprised how many!
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