Logo Crisp Blog

7 types of logos and how to use them

Did you know that most logo designs are a combination of typography and images? Each type of logo gives your brand a different feel. Now let’s make sure you get it right!
Here are the 7 types of logos you want to know about:

  • Monogram logos
  • Wordmarks
  • Pictorial Marks
  • Abstract Logo Marks
  • Mascots
  • Combination Mark
  • The Emblem

Monogram Logos — Lettermark

These designs usually consist of letters, most commonly brand initials. HBO, HP, IBM… these are all initialism of some famous businesses with long names!

Since they all use their initials for brand-identification, it makes perfect sense for them to use monograms to represent their company.

Monogram Logos — Lettermark
Image 1 - HBO and Louis Vuitton logo (left to right)

A lettermark is a typography logo made up by a few letters. It’s conceptually all about simplicity. A perfect example of this is NASA, how much easier is it to say and remember than National Aeronautics and Space Administration.

Wordmarks — Logotypes

This is a type of design which is very similar to a lettermark, a wordmark is a font based logo that focuses on the company name alone.

Wordmarks — Logotypes
Image 2 - Vans and Coca-Cola logo

Great examples of this would be Visa, Coca-Cola or Google which have a strong typography which helps to create strong brand recognition.

Since the focus will be on the company name, there should be a typography which captures the essence of your brand.

Pictorial Marks — Logo Symbols

A pictorial mark is a graphic based logo design. When you think of the brand name you always associate the image: Apple Logo, the Twitter logo etc…

Pictorial Marks — Logo Symbols
Image 3 - Apple and Twitter logo

The biggest issue to consider when going for a pictorial mark is what image to choose. This is something that will stick with your company its entire existence.

Abstract Logo Mark

Instead of having a recognizable image, you have an abstract geometric form that represents your business. There are some famous examples: Pepsi, Adidas, BP…

Playstation abstract logo
Image 4 - Playstation and Nike logo

This works great because it condenses your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow to create something unique.

The main benefit is being able to convey what your company does symbolically. Through colour and form, you can shape meaning and cultivate emotion around your brand.


Often colorful, sometimes cartoonish, but always really fun, the mascot logo is a great way to create your very own brand character. Mascot logos involve creating an illustrated character for your brand image.

Mascots logos
Image 5 - Cheetos and Pringles logo

You should think of them as the ambassador of your business. Famous mascots include Pringles, KFC and , of course, Cheetos!

Combination Mark

A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark or mascot.

The picture and text can be laid out in any way. Some well known combination mark logos include Doritos, Burger King and Lacoste.

Combination Mark logotype
Image 6 - Adidas and Lacoste logo

Usually this happens when the name is associated with the image, a combination mark is a versatile choice. People will begin to associate your name with your pictorial mark right away!

The Emblem

These logos tend to have a traditional appearance about them that can make a striking impact, these usually are a choice for many organizations, government agencies and schools.

They usually consist of font inside a symbol or icon, it helps if you think about badges, seals and crests.

Usually these lean towards higher detail, they can also be less versatile than the other mentioned types of logos.

If you plan on using one, don’t forget to think there will come times where you will have to scale your logo up and down so make it more on the simple side.

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