In this article I would like to talk about the 9 types of logos. Knowing the different types will help you use the most suitable one based on your project requirements.
Logos can be in the form of an image, type or a combination of the two.
If a company has got a long name then, monogram is a good choice. Here you take the first letter of each word and combine them using custom typography or hand lettering. Including the full name below the monogram if you are a new business will help people get used to it.
A few popular monograms include IBM, Yves Saint Laurent, NASA, Louis Vuitton, Hewlett-Packard.
Wordmarks are basically the name of the company used as a logo using custom typography or hand lettering. When a company has a small business name, wordmark is a good choice.
A few popular workmarks include Google, Coca-cola, vans, Vimeo, Virgin.
Pictorial marks are graphic or icon based logos. The mark has got a direct meaning associated with the company and is an easily recognisable image.
A few popular pictorial marks include Shell, Apple, Twitter, Dropbox, Firefox.
Abstract logo marks are a type of pictorial mark but instead of being a recognisable image it is an abstract geometric image which has a got a deeper meaning associated with the company. However, it is important to keep in mind not to go too overboard that the meaning of the mark is confusing or too abstract.
A few popular abstract logo marks include Pepsi, Nike, Adidas, Mastercard, Mitsubishi.
Mascots are illustrated characters representing the company.
A few popular mascots include Pringles, KFC, Mr. Muscle, Michelin, Reddit.
For more traditional companies such as education institutions or government agencies, emblems are a good choice which is a combination of type and badges, seals or crests. While primarily used by traditional institutes, companies have also managed to modernise it.
A few popular emblems include Harvard, Starbucks, Porsche, Harley-Davidson, Warner Bros.
Dynamic mark represents logo which have different formats to suit different use cases wherein the variation occurs in terms of colour (while sticking to the colour palette), orientation and the layout. It is important to keep in mind that by having variations in the logo, maintaining a consistent visual appeal is key, as otherwise it will be difficult for customers to connect.
A few popular dynamic marks include FedEx, Aol, M TV.
Letterforms are one letter logos, usually the first letter of a company name. They come in handy when the company has got a complicated name. Custom typography or hand lettering is used to make truly unique letterforms.
Letterform logos feature a single letter, whereas monogram or lettermark consist of multiple letters, usually the brand's acronym.
A few popular letterforms include Mcdonald, Unilever, Wordpress, Figma, Beats.
Combination mark as the name suggests is a combination of the above logo types (usually any two).
A few popular combination marks include Burger King, Lacoste, Taco Bell, Toblerone, Air canada.
