Which of the 5 logo types should you use?
A logo shows the personality of your business, and it’s one of the most important parts of branding. But it’s not something to rush through.
Logo design is both an art and a science. Did you know that there are actually 5 different types of logos out there?
When it’s time to brand your business, you have to choose the logo that’s right for your needs. Choose from these 5 logo types to communicate the soul of your business.
1: Wordmark
A wordmark is the simplest type of logo, where your name is the logo itself. Think of brands like Google or eBay: their logos are just their name, a font, and colors.
Wordmarks are one of the best types of logos you can have if you’re a small business and you want people to know your name. They’re especially great if you have a catchy and memorable name, so combined with strong typography, the logo helps create strong brand recognition.
2: Lettermark
Lettermark logos use letters from your business’s name and design them in a cool way. The McDonald’s Golden Arch is the best example of this, as well as Amazon’s “A.”
Consider a lettermark logo if your business happens to have a long name. Condensing the business name into initials will help simplify your design.
3: Emblem (or Badge)
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. Brands like the NFL, Starbucks, and Harley-Davidson use emblem logos effectively.
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.
Just remember to play it safe when it comes to detail. You still want a design you’ll be able to print neatly across all of your marketing material.
4: Pictorial mark
Pictorial marks (sometimes called brand mark or logo symbol) are literal images that tie into your brand. Apple, Target, and Twitter do this beautifully.
Pictorial marks are stylized, literal images that tie into what you do. They look really professional, but can be hard for audiences to understand if you’re still small.
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. If you go this route, pair the mark with your brand name to establish brand association from the beginning.
5: Abstract mark
Adidas, Chase Bank and Pepsi all share one thing: an abstract logo. These logos show big ideas in an ambiguous way.
Instead of being a recognizable image—like an apple or a bird—it’s an abstract geometric form that represents your business.
The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand.
If none of these logo options speak to you, combine them! These are just a few of your options. Try different styles to finally find a logo that clicks. And if you need help designing a new logo, let’s work together!