The 10 Types of Logos & How to Use Them in the Design

Logos are a critical aspect of business marketing and branding. Different types of logos serve different purposes and convey various messages. Here are 10 types of logos and how they can be used effectively in design:

1. Wordmarks (or Logotypes):
   • Description: These are font-based logos that focus on a business’ name alone. Think of Google or Coca-Cola.
   • Use: Best for companies with a unique name. Wordmarks’ simplicity makes them highly adaptable for various uses.
2. Lettermarks (or Monogram Logos):
   • Description: These logos are typography-based, typically consisting of initials or abbreviations. HBO and IBM are good examples.
   • Use: Ideal for companies with long names, making them more recognizable.
3. Brandmarks (or Pictorial Marks):
   • Description: These are icon- or graphic-based logos. Apple’s apple and Twitter’s bird are iconic examples.
   • Use: Suitable for companies with a strong visual association. They work well internationally, transcending language barriers.
4. Abstract Logo Marks:
   • Description: Instead of being a recognizable image, these logos are abstract geometric forms. The Pepsi divided circle and the Adidas flower are examples.
   • Use: They work well for companies that want to convey an idea or emotion without being tied to a specific image.
5. Mascots:
   • Description: These logos involve illustrated characters often colorful and cartoonish, like the KFC Colonel or Michelin Man.
   • Use: Great for brands wanting to create a wholesome, family-friendly image.
6. The Combination Mark:
   • Description: These logos combine a wordmark and a symbol or mascot. Burger King and Lacoste use this style.
   • Use: They offer versatility with the use of either the symbol or the company name or both together.
7. The Emblem:
   • Description: Emblems are logos that include text inside a symbol. Think of badges, seals, or crests like Harley-Davidson Motorcycles.
   • Use: They have a traditional appearance, great for schools, organizations, or agencies.
8. Dynamic Marks:
   • Description: These logos change appearance based on context. An example is the MTV logo, which changes colors and patterns.
   • Use: Ideal for modern, dynamic brands that want to show their adaptability and creativity.
9. Negative Space Logos:
   • Description: These utilize the background to create an additional image through negative space. The FedEx logo and its hidden arrow is a famous example.
   • Use: Excellent for creating a “wow” moment, ideal for brands wanting to convey hidden depths or dual capabilities.
10. Interactive Logos:
    • Description: These logos change or allow interaction, often seen in digital contexts.
    • Use: Great for modern, tech-savvy brands wanting to engage interactively with their audience.

When choosing a logo type, consider your brand’s identity, the industry you’re in, and how the logo will be used across different mediums. The logo should align with your brand’s personality and values, and be adaptable enough to work across various platforms and sizes.