The 7 Types of Logo Design [In-Depth Guide].

A logo is an image that symbolizes your business. But did you know there are 7 different types of logos?

  Although they are all a combination of typography and visuals, each type of logo gives a different feel to your brand. Since your logo is the first thing new customers will see, you want to make sure you do it right. Want to choose the best logo type for your business? Here are the 7 types of logos you need to know:  

1. Monogram logos (or lettermarks)

Monogram logos or lettermarks are logos consisting of letters, usually the initials of the brand name. IBM, CNN, HP, HBO… Notice a pattern, yes? They are firsts of several famous businesses with long names. With 2 or 3 words to remember, each turned to using their initials for brand identification. Therefore, it makes perfect sense for them to use monograms (sometimes called lettermark logos) to represent their organizations. A lettermark is a typography-based logo consisting of a few letters, usually a company's initials. The lettermark is all about simplicity. Using just a few letters, lettermark logos are effective in streamlining the brand of any company that has a long name. For example, how much easier is it to say and remember NASA versus the National Aeronautics and Space Administration?   [gallery ids="6901,6902,6903"]   Since the focus is on the initials, it's very important to make sure that the font you choose (or create) for your logo not only ties in with what your company does, but is also legible when printed on business cards. Also, if you're not an already-established business, you might want to add your full name below the logo so people can immediately start learning who you are.  

2. Wordmarks (or logotypes)

Similar to a lettermark, a wordmark or logotype is a font-based logo that focuses solely on a business's name. Think of Visa and Coca-Cola. Wordmark logos really work well when a company has a concise and distinct name. Google's logo is a great example of this. The name itself is memorable and catchy, so combined with strong typography, the logo helps create powerful brand recognition.   [gallery ids="6904,6905,6906"]   Also, as with a lettermark logo, typography will be an important decision. Since the focus will be on your name, you'll want to either choose or create a font that captures the essence of your business. For example, fashion labels tend to use clean, elegant fonts that feel high-end, while legal or government agencies almost always stick with traditional, "heavier" text that feels safe. When to use lettermark and wordmark logos:

• If your business has a long name, consider a lettermark logo. Distilling the business name into initials will help simplify your design, and similarly, customers will have an easier time recalling your company and logo.
• If you're a new business and need to get your name out there, a good decision—make sure the name is short enough to take advantage of the design. Something too long can look very cluttered.
• If you have a distinctive business name that will stick in customers' heads, a wordmark logo is a good idea. Using your name in a great, designed font hardens your brand even more.
• Both lettermark and wordmark logos are easy to reproduce across marketing material and merch, offering adaptable options for a new and growing business.
• Remember that you'll want to be meticulous when creating a lettermark or wordmark. Just your business name in a font won't be distinctive enough to capture your brand's nuances. So make sure you hire a professional who will pay attention to the details.

3. Pictorial marks (or logo symbols)

[gallery ids="6907,6908,6909"] The most important thing to consider when deciding to go with a pictorial mark is which image to choose. This will stick with the entire existence of your company. You need to think about the broader implications of the image you choose: do you want to play on your name (as John Deere does with its deer logo)? Or do you want to create a deeper meaning (think how the Snapchat ghost tells us what the product does)? Or do you want to evoke a feeling (the World Wildlife Fund with its panda-specific stylized image — cute and an endangered species)?  

4. Abstract logo marks

An abstract mark is a specific type of pictorial logo. Rather than being a recognizable image — like an apple or a bird — it's an abstract geometric form that represents your business. A few famous examples include the BP starburst-y logo, the Pepsi divided circle, and the strip-y Adidas flower. Like all logo symbols, abstract marks really work well because they condense your brand into a single image. However, instead of being limited to a picture of something recognizable, abstract logos let you create something truly unique to represent your brand. [gallery ids="6910,6911,6912"] The benefit of an abstract mark is that you can communicate what your company does symbolically without relying on the cultural impact of a specific image. Through color and form, you can load meaning around your brand and develop emotion. (As an example, think how Nike's swoosh implies movement and freedom of being able to fly.)  

5. Mascots

Mascot logos are logos featuring an illustrated character. Often colorful, sometimes cartoonish, and always fun, the mascot logo is a great way to create your own brand's spokesperson (the speaking character (?)). [gallery ids="6913,6914,6915"] A mascot is simply an illustrated character that represents your company. Think of them as your business's ambassador. Famous mascots include the Kool-Aid Man, KFC's Colonel, and Planters' Mr. Peanut. Mascots are perfect for companies that want to create a wholesome atmosphere by appealing to families and children. Think of all those mascots at sporting events and the great dynamics they create by engaging with the audience! When to use pictorial and symbol logos:

• A pictorial mark alone can be deceptive. It's effective if you already have an established brand, but it's not a hard and fast rule. If your name is too long, you can use marks to your advantage to communicate graphically what your business does, and they can also be effectively used to convey a desired idea or emotion.
• Pictorial and abstract marks also work quite well for global commerce, for example if a business name doesn't lend itself well to translation.
• That said, a pictorial mark may not be the best idea if you're considering changing your business model in the future. You may start by selling pizza and use a pizza in your logo, but what happens when you start selling — or even producing — sandwiches or burgers?
• Abstract marks let you create a totally unique image for your business, but are best designed by professionals who understand how color, shape, and structure come together to create meaning.
• Consider creating a mascot if you're trying to appeal to young children or families. One of the biggest benefits of a mascot is that it can encourage customer interaction, making it a great tool for real-world marketing events as well as social media marketing. After all, who doesn't want to take a selfie with the Pillsbury Doughboy?
• Remember that a mascot is just one part of a successful logo and brand, and you may not be able to use it across all marketing materials. For example, a fairly detailed illustration may not print well on a business card. So pay a little attention to the next type of logo design, the combination mark.

6. Combination mark

A combination mark is a logo composed of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The image and text can be lined up side by side, stacked on top of each other, or fused together to form an image. Some well-known combination logos are Doritos, Burger King, and Lacoste. [gallery ids="6916,6917,6918"] Because a name is associated with an image, a combination mark is a versatile choice with both text and an icon or mascot working together to strengthen your brand. With a combination mark, people will also start associating your name with your pictorial mark or mascot! In the future, you may be able to rely on just a logo symbol and not always have to include your name. Plus, since the combination of a symbol and text creates a distinct image together, these logos are often easier to brand than a pictorial mark alone.  

7. Emblem

An emblem logo consists of a font inside a symbol or icon; think of badges, seals, and crests. These logos tend to have a traditional look about them that can create a striking impact, which is why they're often the choice for many schools, organizations, or government agencies. The auto industry is also very fond of emblem logos. Although they have a classic style, some companies have effectively modernized the traditional emblem look with a logo design fit for the 21st century (think Starbucks' iconic mermaid emblem or Harley-Davidson's famous crest). [gallery ids="6919,6920,6921"] However, due to their tendency toward higher detail and the name and symbol being rigidly intertwined, they can be less versatile than the logo types mentioned above. A complex emblem design will not be easy to replicate across all branding. For business cards, a dense emblem can shrink to the point of becoming hard to read. Also, if you plan to embroider this kind of logo on hats or shirts, then you need to create a design that is really on the simple side, or it won't be possible. So as a rule, keep your design straightforward and you'll come away with a strong, bold look that makes you appear like the consummate professional.  

When to use a combination mark or emblem logo: