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Types of LOGO'S

By definition, a logo is a symbol made up of text and images that identify brands, serving many functions and giving a business a unique mark. Logos are a part of everyday life. You see them on and in your fridge, on your car when you drive from A to B, on your computer when you sit down at your desk or use your smartphone or tablet devices. Surprisingly, something is so ubiquitous, might not be given a tonne of thought, but logos (and logo design) are actually a very intricate process than most people realize.

There are many categories of logos, each with their own unique advantages.

Lettermark, Monogram, Initialism, Acronym

Lettermarks, Monograms, Initialism or Acronym logos are typography-based logos comprised of a few letters, usually a company's initials. It uses text to create a unique typographic mark. When a company has a lengthy name, initialism is useful (when there are 2 or 3 words to remember) and if a new entry to the marketplace, it is wise to include the full business name below the logo as well, til such a time of recognition.

A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monograms are often made by combining the initials of an individual or a company, as the symbol of the logo and popular in fashion.

37% of the world’s top 100 brands use this type of logo. A lettermark logo works for businesses/companies:

  • whose initials portray a better image than that of the company’s full original name

  • a company with a long/large name that can be abbreviated

Wordmark, Logotype

Similar to a lettermark, a wordmark logo is a font-based logo that focuses on a business’ name alone. Wordmark logos work really well when a company has a succinct and distinct name, the name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition. 

A wordmark logo works for businesses/companies that:

  • are trying to build a name of their own

  • interlinking products with a name more clearly

  • focussing and creating brand awareness with limited funds

Pictorial Marks, Logo Symbol, Brandmarks

Pictorial Marks, Logo Symbols, or Brandmarks are logos made from an icon or graphic based design, emblematic of the brand so that alone is instantly recognizable. When considering this type of logo, the choice of pictorial mark (image you choose) is vital and has to be something that sticks with your company for its entire existence. 

This logo choice is difficult for newer or unestablished brands, but can work for businesses/companies that:

  • want to play on their name

  • looking to create deeper meaning

  • want to evoke an emotion

Abstract Logo Marks / Iconography

An abstract mark is a specific type of pictorial logo, which instead of being a recognizable image, it’s an abstract geometric form that represents the business. They condense a brand into a single image and instead of being restricted to a picture of something recognizable, abstract logos allow for something more unique, conveying what your company does symbolically, without relying on cultural implications (a specific image). Through colour and form, an abstract logo can attribute meaning and cultivate emotion around a brand.

Abstract mark logos work for businesses/companies that:

  • want to condense their brand into a single image

  • create something truly unique to represent their brand

  • convey what the company does symbolically, without relying on the cultural implications of a specific image, through colour and form, which can attribute meaning and cultivate emotion around the brand

Mascot Logos

Almost always fun, mascot logos (often cartoonish) create a brand’s very own spokesperson. A mascot is simply an illustrated character that represents, ambassadors for a business that want to create a wholesome atmosphere by appealing to families and children. 

Mascots are great for companies that:

  • want to create a wholesome atmosphere by appealing to families and children

  • want to create a great dynamic by getting involved with an audience and visa versa

  • want an ambassador for their business

Combination Marks

Combination marks are exactly as the name suggests, a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot, where the picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Both the text and icon or mascot working together reinforce a brand and an effective association creator. 

Combination logos work best for businesses that:

  • are growing, but not a household name yet

  • want to portray a balanced and stable image

  • are a corporation with limited funds


An emblem logo consists of font inside a symbol or an icon, common in badges, seals and crests. These types of logos have a traditional appearance, quite common with schools, organisations or government agencies. Generally, they contain more detail and the name and symbol are rigidly entwined, making them less versatile, and difficult to use in various scenarios (smaller versions or print) due to the amount of detail. For example, emblems or crests used by governments, commonly use the specific country’s coat of arms, which contain much detail in their design. 

Emblem logos work for businesses/companies that:

  • want to generate a feeling of trust and security with customers

  • stand for long-lasting traditionalism

  • portray a dominant and authoritative image

Submark, Letterform

A submark is a variation of a logo, used in situations when the main logo is not the best fit. It is visually similar enough to be associated with your main logo, but more simply in design with somewhat proportionate dimensions making it easier to use on things like social media, stamps, website favicons and any other small applications your specific industry might require. Also called or referred to as a favicon, used for phone apps, a stripped-down graphic, secondary version of a main logo.

Submark logos work for businesses/companies that need aless detailed version of their primary logo to be used for:

  • a watermark

  • secondary pages of printed materials to keep the branding in place but when your main logo isn’t needed on every single page

  • social media profiles

  • website footers or favicons

  • back sides of business cards to name a few.


While there may be some overlap with other types of logos, a brand mark, is a simple design without text. Large companies and corporations can use these types of logos, as they are usually recognised in an instant and therefore do not need to clarify any other information to the reader. It gives both a visual look to the logo and a faster processing of information but based on longevity, establishment, trust and recognition. 

Brandmark logos work for businesses/companies that have:

  • a strong brand recognition

  • a big name

  • or when you want to be easily recognisable and long lasting