When starting a logo design project, it's important to consider elements like colors, typography, symbols, and shapes. The right graphic style can convey a lot about a brand. There are seven different types of logos, each with its own function and feeling. These are:
Wordmark
Lettermark (Monograms)
Abstract
Mascot
Pictorial
Emblem
Combination Mark
Below is a quick breakdown of what each logotype consists of.
Wordmark Logo
A Wordmark logo focuses on the brand’s name, using distinctive typography and custom-designed fonts to make it visually memorable and recognizable. Imagine seeing a company's name written in a way that stands out, with special attention to the style of the letters, their arrangement, and sometimes their color. There’s no additional symbol or graphic—just the name itself, presented uniquely. Wordmark logos effectively make the company name the focal point, ensuring it sticks in people's minds.
Examples:
Google: Uses a simple, colorful, and clean font to make its name memorable.
Coca-Cola: Features a distinctive, flowing script that is instantly recognizable.
Disney: Uses a whimsical, playful font that reflects its brand personality.
Canon: Uses a clean font that is easy to read
FedEx: Cleverly uses the white space of the Ex to create an arrow.
Lettermarks & Monograms
Lettermarks, or monogram logos, use a company’s initials rather than its full name. These initials are designed in a stylized, unique way to make the logo visually appealing and easily recognizable. Lettermarks are effective for companies with long names, creating a simple, memorable symbol that is easily identified.
Examples:
IBM: Stands for International Business Machines, with a distinctive, bold font.
HBO: Stands for Home Box Office, using a clean, recognizable style.
CNN: Stands for Cable News Network, featuring a simple, bold design.
Louis Vuitton: Uses a stylized LV to represent its name.
EA Sports: Stands for Electronic Arts Inc.
Abstract Logos
Abstract logos use unique shapes or designs that don’t directly depict any object or word but still represent the brand’s identity, values, or mission. Abstract logos allow for creativity and flexibility, giving the brand a strong, unique identity.
Examples:
Nike: The "Swoosh" suggests movement and speed, aligning with the brand's identity.
Pepsi: Uses a circular shape with red, white, and blue colors in an abstract pattern.
Adidas: Features three abstract stripes that are instantly recognizable.
Mitsubishi: Uses abstract rhombus pattern to combine the Tosa Clan crest and Iwasaki family crest.
BP: Features an abstract shape to depict the sun, the greatest energy source
Mascot Logos
Mascot logos feature a character or mascot to represent the brand. These characters are often friendly, memorable, and designed to create a strong emotional connection with the audience. Mascot logos give the brand a relatable and engaging human touch, fostering loyalty, especially among younger audiences.
Examples:
KFC: Uses Colonel Sanders, a friendly and recognizable character.
Michelin: Features the Michelin Man, an approachable character made of tires.
Pillsbury: Has the Pillsbury Doughboy, a cute and happy character appealing to families and children.
Mr. Clean: Created Mr.Clean , who appears when things need to be cleaned
Green Giant: A green giant mascot known for presiding over the vegetables grown in his valley.
Pictorial Mark
A pictorial mark uses a specific, easily recognizable image or icon to represent the brand. This image is usually a simplified and stylized depiction of an object related to the brand. Pictorial marks create a strong visual association with the brand, making it easily identifiable and memorable.
Examples:
Apple: Uses a stylized apple with a bite taken out.
Twitter: Features a simple bird icon.
Target: Utilizes a red and white bullseye target.
Shell: Utilizes a shell icon.
Dominoes: Features a domino playing piece.
Emblem Mark
An emblem mark integrates the brand name into a symbol or icon, often resembling a badge, seal, or crest. It combines text and imagery into a cohesive, unified logo. Emblem logos convey a sense of heritage, authority, and tradition, often used by schools, organizations, and government agencies.
Examples:
Starbucks: Features the brand name around a circular emblem with the iconic mermaid in the center.
Harley-Davidson: Uses a shield-like design with the company name prominently featured.
NFL: Has the league's initials within a shield design, along with stars and a football.
Porsche: Uses a crest and a rearing horse in the middle.
Stella Artois: Uses an emblem logo to show a horn, a star and its name.
Combination Mark
A combination mark combines both text (wordmark or lettermark) and a pictorial element (icon or symbol). This creates a versatile and comprehensive logo that includes both the company name and a visual symbol. Combination marks provide flexibility, as the text and symbol can be used together or separately, reinforcing brand identity and making it easier for customers to recognize and remember the brand.
Examples:
Nike: Often uses both the "Nike" wordmark and the "Swoosh" symbol together.
McDonalds: Combines the iconic golden arches with the "McDonald's" name.
Burger King: Features the brand name enclosed in a bun-like shape, combining text with a pictorial element.
Dropbox: Combines an open box icon and clean wordmark
Spotify: Features a green circle with sound waves paired with a clean wordmark
Conclusion
Each type of logo serves a distinct purpose and can be chosen based on the brand’s needs and identity. Wordmark logos highlight the brand name, making it the central focus. Lettermarks are ideal for brands with longer names, offering a simplified and memorable representation. Abstract logos provide creative freedom, allowing for a unique and versatile identity. Mascot logos give a friendly and engaging face to the brand, fostering emotional connections. Pictorial marks create a strong visual association, transcending language barriers. Emblem logos convey tradition and authority, offering a cohesive and memorable design. Combination marks offer flexibility, combining text and symbols for a comprehensive brand representation. By understanding these different logo types, you can choose the one that best communicates your brand's identity and resonates with your audience.
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