7 Types of Logos: How to Truly Choose the Right One

Every brand seeks an outstanding and impactful logo. How will people identify your brand if the logos fail to engage their attention? It’s important to learn about the various types of logos before incorporating them into your branding strategy.

Explore the many types of logos, from the iconic wordmark logos like Google to the prestigious emblem logos represented by BMW. While we may not specialize in logo creation, it’s crucial for designers to become familiar with the various types, characteristics, and functions of logos.

In this article, you can discover how to select the perfect logos for your brand and learn how these logos can elevate your branding value.

 

What is a Logo?

A logo is a graphic element used to represent the identity of a company, organization, product, or brand. In general, a logo is a visual symbol consisting of text, images, or a combination of both, which serves as the primary identity to create strong recognition and associations it represents.

Types of Logos

Logos come in various forms, yet their essential role in branding and marketing remains unchanged. Your logo serves as a powerful tool to make a lasting first impression. Furthermore, a logo serves as a clear distinction between your brand and the competition.

Now, let’s dive deeper into the various types of logos and enhance our understanding of them. Explore a comprehensive list of various logo types below, each accompanied by its unique pros and cons.

Wordmark Logo

A wordmark, commonly referred to as a logotype, stands out, as a type of logo that conveys simplicity while delivering remarkable effectiveness. This logo focuses solely on the brand name, featuring carefully crafted typography designed to meet the unique needs of the brand.

A great example of a recognizable brand is Google, featuring a minimalist and striking sans-serif font that ensures its logo stands out with simplicity and boldness. Additionally, there is Coca-Cola. The elegant and cursive script font imparts a classic and nostalgic impression to the brand.

Pros:

• This logo is memorable because it says the name of the brand.
• This logo usually comes with unique typography.
• This logo is efficient in terms of visual communication, especially in digital media.

Cons:

• This logo does not work well for a brand with a long name.
• This logo is effective only for brands with short names, specifically those that are memorable and easy to read.
• This logo depends solely on the typography design to attract attention.

This logo is perfect for brands that have concise and distinctive names, such as tech startups, personal brands, or businesses that embrace a minimalist and sophisticated aesthetic.

Lettermark (Monogram)

Well-known brands like IBM, CNN, and HBO show how powerful lettermark logos can be. As one of the most practical types of logos, this style uses a company’s initials to create a design that’s simple, memorable, and easy to recognize. It’s especially helpful for brands with longer names. For example, “International Business Machines” is quite a mouthful—so they chose to shorten it to IBM, resulting in the iconic logo we know today.

Pros:

• The logo showcases a sleek and professional design.
• It seamlessly fits a range of media, accommodating both large and small formats with ease.
• This logo stands out and has the potential to become a widely recognized icon.

Cons:

• This logo fails to directly convey the identity of the businesses or products.
• Using this logo requires significant effort for brand recognition, as it relies solely on abbreviations.

The lettermark logo stands in contrast to the wordmark logo, transforming the drawbacks of the wordmark into the Pros of the lettermark.

Pictorial Mark

Unlike the previous types of logos that focus on text, a pictorial mark stands out as a striking visual emblem. It employs symbols or images to capture the core of a brand’s identity. This logo design prominently showcases iconic symbols, leaving out any text elements.

Symbols can take many forms, from tangible items such as an apple representing the Apple brand to animals like the panda in the WWF logo or even basic shapes like the iconic “swoosh” of Nike. Distinctive and straightforward forms seamlessly draw in the audience’s gaze.

This logo boasts an iconic shape that ensures instant recognition across the globe. It provides sufficient space for a durable visual identity, endures over time, and is incredibly difficult to imitate.

Pictorial marks, however, are not suitable for new brands, because of all types of logos, this one needs time to build brand awareness about the brands or the symbols themselves. Deeper research is necessary to identify the chosen symbols, as they significantly influence the audience’s perceptions.

Below are the types of brands that can use this logo:

• Technology
• Mobile application
• Lifestyle company
• Products with strong visuals

Abstract Mark 

Unlike pictorial logos that use images of animals or everyday objects, abstract logos are one of the types of logos that rely on geometric shapes to create a certain feeling or idea.

This type is great for brands that want a logo with deeper meaning and a one-of-a-kind look. As one of the more creative types of logos, abstract marks offer plenty of room for interpretation and storytelling.

Pros:

• Their original design makes them difficult to copy.
• They can reflect deeper, symbolic meanings.
• The unique look can help with copyright protection.

Cons:

• The meaning can be unclear or easily misunderstood.
• They require strong branding and storytelling to explain the message.

Mascot Logo

Among the many types of logos, mascot logos stand out for their use of illustrated characters or figures that act as the face of the brand. These mascots can be people, animals, or even made-up characters that represent the brand’s personality.

This logo is all about building emotional connections. When done well, mascots make a brand feel friendly, familiar, and especially appealing to children and families.

Pros:

• Helps build strong emotional bonds with customers
• Works great for interactive marketing and storytelling
• Gives the brand a fun and memorable character

Cons:

• Not always suitable for formal or corporate settings
• Can come across as too playful for professional brands

Some famous examples of brands using mascot logos include KFC’s Colonel Sanders, the Pringles man, and Mr. Peanut from Planters — all showing how this type of logo can bring a brand to life.

Combination Mark

The combination mark is the most versatile one out of all types of logos. It blends a wordmark (text) with a pictorial element (symbol), giving your brand both visual and verbal impact. This type of logo lets you have the best of both worlds — a name that’s easy to read and a symbol that can also stand on its own.

The main downside? Since it combines two elements, it can take up more space and might feel a bit too complex if not designed carefully.

Still, combination marks work well for almost any kind of business, especially those wanting to build a strong visual identity while keeping their brand name front and center.

Well-known examples include Burger King, Lacoste, and Dropbox — showing how this type of logo can balance creativity with clarity.

Emblem Logo

Last but not least, there is an emblem logo, Emblem logos are one of the most traditional types of logos, known for their formal and authoritative feel. Their design usually combines text and imagery enclosed within a badge, seal, or shield, giving a strong and unified appearance.

This style is popular with institutions like universities, government bodies, and clubs—brands that want to communicate heritage, strength, and credibility. Emblem logos offer a sense of prestige and timelessness that few other types of logos can match.

Pros:

• Projects strength and professionalism
• Carries a classic, distinguished look
• Works beautifully in printed materials

Cons:

• Less flexible when scaled down
• Not the best fit for modern or minimalist brand aesthetics

Well-known brands that use emblem logos include Starbucks, Harley-Davidson, BMW, and the NFL. If your brand values tradition and legacy, this type of logo might be the perfect choice.

The Characteristics of Good Logos 

Even though there are various types of logos, all those logos have several same rules to make. To ensure that a logo can be called a successful, iconic one, then the logo must have the characteristics listed below:

Simple and Memorable

A successful logo doesn’t have to be complicated. On the contrary, a simple design is easier to recognize and remember; simplicity actually helps the logo remain strong when displayed in various sizes and media.

Relevant with the Brand

The logo must reflect the character, industry, and values of the brand. A fast food restaurant logo will certainly have a different nuance compared to a technology company or financial institution logo. When choosing the type of logo to use, make sure the selected style is relevant to the brand’s identity.

Unique

In a competitive market, a unique logo helps a brand stand out. It’s fine to use types of logos that are already widely used, but they should be emphasized to avoid overly generic visual elements or those that resemble other brands.

Flexible and Scalable 

A good logo must be clearly visible in various sizes and media, whether on business cards, product packaging, social media, or billboards. A flexible design will remain readable and functional on any medium, including emblem-type logos.

Having Meaning or Story 

A powerful logo often holds a philosophy behind its design. This can be achieved through the use of shape, color, or typography. All types of logos should be able to tell a story about its mission and what it wants to say to the audience.

The Function of Logos

In the world of business, logos play a strategic role, which proves to be very crucial. Listed below are some of the main functions of logos for a brand:

Strong Brand Identity

A logo is the core visual that represents your brand. Through color, shape, and typography, it instantly communicates a brand’s personality and values. Choosing the right type of logo helps you express who you are in a clear and recognizable way.

Better Brand Recall

A unique and consistent logo makes your brand easier to remember. In a crowded marketplace, using the right type of logos can strengthen long-term brand awareness and help you stand out from the competition.

Stands Out from Competitors

A unique logo helps your brand get noticed in a crowded market. By understanding the types of logos your competitors are using, you can find ways to stand out—especially through visuals that reflect your brand’s own personality and values.

Builds Trust and Professionalism

While most types of logos can give off a credible vibe, choosing the right one ensures your brand looks professional and aligned with your industry. A consistent visual identity builds trust—not just with customers, but also with investors and business partners.

Supports Consistent Branding

Your logo plays a central role across all brand touchpoints—whether it’s on packaging, websites, or social media. A well-chosen logo helps keep your visual identity consistent, making your brand look solid and reliable everywhere. That’s why selecting the right type of logo is such an important part of your branding strategy.

Tells a Story and Sparks Emotion

Some types of logos go beyond just showing a brand name—they carry meaning, reflect values, and tell a story. The right logo can connect emotionally with your audience and leave a lasting impression.

 

Choosing from various types of logos is not just about aesthetics. This is a strategic step in shaping the visual identity and emotional message of a brand. Each type of logo has its own strengths and uniqueness, it just depends on how well it aligns with the brand’s vision, mission, and target market.