When choosing a type of logo to create your brand identity at a logo design agency, there are many styles to consider. The chosen logo style should seamlessly align with your brand personality and objectives, ensuring that it resonates well with your audience and effectively communicates your brand’s ethos and values. At our logo design agency, we specialize in crafting logos that perfectly embody your brand’s unique essence and help achieve your goals.
Wordmark Logo
A wordmark or logotype logo consists solely of the company name rendered in a unique font and style. This logo type depends on typography to make an impact.
Wordmark logos instantly communicate name recognition since they prominently feature the business name. The focus is on stylizing the name in an eye-catching, branded way. Companies often use customized lettering to make their wordmark stand out.
Wordmark logos are versatile and scalable, able to be used at any size. Even on tiny spaces, the branded name remains identifiable. This makes them suitable for diverse branding needs.
Famous examples of effective wordmark logos include Sony, Coca-Cola, and IBM.
Lettermark Logo
A lettermark logo features a brand’s initials in a creative, stylistic arrangement. The visual emphasis is solely on the letters rather than full name.
Lettermark logos are bold and distinctive. They allow established brands to achieve instant recognition through their monogrammed initials. Using just initials can also add an air of mystique.
Lettermark logos work best for companies who have already built strong name awareness. The initials act as a visual shorthand that customers can instantly identify. Think of brands like HBO, CNN, and ESPN who successfully use lettermark logos.
Pictorial Mark Logo
A pictorial mark logo uses an illustrative symbol or character to represent a brand instead of text. For example, the Apple logo depicts an apple with a bite taken out.
Pictorial logo marks are eye-catching because of their graphic visual impact. They also transcend language barriers, since symbols are recognizable to all cultures.
The downside is that pictorial marks can sometimes be limiting. Companies may outgrow an overly literal image that no longer represents their expanding mission. But when done right, pictorial logos capture customers’ attention while directly communicating what the brand represents.
Abstract Mark Logo
An abstract logo mark relies on geometric shapes, lines, patterns, and other non-literal visuals to symbolically represent a brand.
Abstract marks are distinctive and thought-provoking. Simple yet stylistic shapes and symbols create an artistic, conceptual logo. Combining several shapes can result in a new symbolic meaning.
This ambiguity also allows customers to interpret meanings that resonate personally. Abstract marks flexibly convey ideas while allowing some mystery.
Some examples of abstract logo marks include Pepsi, Adidas, and Nike’s famous “swoosh” design.
Mascot Logo
A mascot logo features an illustrated cartoon character that embodies the brand personality. This character becomes the face of the company across branding and marketing materials.
Mascot logos have a friendly, approachable feel. They are especially common in food, retail, and service industries aiming to be relatable. Mascots also present fun storytelling opportunities.
However, poor execution can make mascot logos childish instead of friendly. And complex character illustrations may not be versatile across brand applications. When done right though, mascots like KFC’s Colonel or Pillsbury’s Doughboy capture fans’ hearts.
Combination Logo
A combination logo merges both text and visuals together. This allows companies to balance the direct messaging of wordmarks with the aesthetic appeal of pictorial marks.
Combination logos feature graphic marks alongside logotypes. The graphics amplify the brand personality communicated through the text. Burger King, Doritos, and Lacoste all use iconic combination logos.
There is no universally superior type of logo. Consider your brand values, personality, goals, and target audience when selecting the logo style that best fits your needs.
Emblem Logos
Emblem logos feature a symbol or pictorial representation contained within a geometric shape like a circle, rectangle, or triangle. This creates a badge-like logo.
Emblem logo designs often have a traditional, official feel to them. Enclosing symbols within shapes in this way dates back centuries. Today, emblem logos convey heritage and expertise.
The geometric shapes and composition provide structure, allowing detail and flair within the emblem. Customizing the pictorial emblem and outer shape allows uniqueness while retaining familiarity.
Companies like Harley-Davidson, Starbucks, and MasterCard use customized emblem-style logos to make a formal yet approachable impression.
Dynamic Logos
Dynamic logos can subtly change and adapt to different contexts. Motion, interactivity, or responsiveness allows dynamic logos to transform in response to outside factors.
For example, logos may change depending on:
- Time of day
- Weather
- Website activity
- Sound
- Location
This variability makes dynamic logos more intriguing and engaging. Motion especially helps them stand out in digital environments. Used judiciously, shifts and changes can emphasize different brand attributes.
Creating too much movement risks being distracting though. Dynamic logos work best for brands embracing flux, adaptability, and technology.
Letterform Logos
Letterform logos spotlight a single letter or small series of letters to visually represent a brand. This allows communicative meaning through letters beyond just spelling a name.
Creative associations give a single letterform logo thematic depth. For example, travel company JetBlue focuses on a blue “J” in their branding. Letterforms naturally align with initials but can represent any term.
Letterform logos have a minimalist look that keeps the focus on shape and color. But this also means they depend more on repetition and usage for recognition. Distinctive designs that creatively link to brand concepts are key.
