Not sure what kind of logo to design? Learn about the 7 different types of logo design in this guide, complete with real-world examples.
Where would brands like Apple, Nike, McDonald’s, and Starbucks be without their iconic logos?! A logo is the foundation of a strong brand identity. It captures, in visual terms, the very essence of the brand, communicates the brand personality, and evokes a specific mood or tone.
And, because a brand’s logo appears anywhere and everywhere that the brand has a presence, it’s crucial for building familiarity and recognition with the target audience. As such, a well-designed logo helps to establish a memorable brand that stands out from the competition.
There’s no denying it. Logo design is serious business—and one of the first steps in the process is deciding which type of logo to create.
In this guide, we’ll introduce the 7 basic logo types, provide examples of each, and explore the best use cases for each type:
- Wordmark logos
- Lettermark (or monogram) logos
- Pictorial mark logos
- Abstract logos
- Emblem logos
- Mascot logos
- Combination logos
Ready? Let’s jump in.
1. Wordmark logos
Wordmark logos, or logotypes, are made up of just one word: the brand name.
Typography is front and centre in wordmark logos, so you’ll want to get to grips with all the elements, rules, and principles of typographic design before you create a wordmark logo. Famous brands with wordmark logos include Coca-Cola, Disney, eBay, L’Oréal, FedEx, and Sony.
i. When to use a wordmark logo:
- If your brand name is concise enough to be spelled out in full within the scope of a logo.
- If your brand name is catchy, distinctive, and memorable—something that easily sticks in people’s minds and could become a household name.
- Ideal for building brand name recognition and ensuring simplicity and clarity.
ii. When NOT to use a wordmark logo:
- If you have a long brand name that wouldn’t reasonably fit within a logo.
- If your brand name is complex or unclear in terms of meaning; in that case, lettermark or pictorial mark logos may work better.
iii. Wordmark logo examples:
2. Lettermark (or monogram) logos
A lettermark or monogram logo is another typography-based logo. Instead of the full brand name, lettermarks are based on the brand’s initials or some kind of acronym or abbreviation.
Monogram logos are a great alternative to wordmark logos if the brand name is too long to be spelled out in full—or if your brand initials form an aesthetically pleasing image (think: the iconic Louis Vuitton monogram). Other famous brands with lettermark logos include IBM, NASA, Netflix, and HBO.
i. When to use a lettermark logo:
- If you have a long or multi-word brand name and want to condense it.
- If you want a logo that’s simple and versatile.
ii. When NOT to use a lettermark logo:
- If your audience isn't familiar with your brand name at all, condensing your logo to a few letters may make it difficult to establish recognition. You can overcome this by creating a combination logo (see number 7 on our list of logo types).
iii. Lettermark logo examples:
3. Pictorial mark logos
A pictorial mark logo (otherwise known as a brandmark) comprises a single image, icon, or graphic. If you can come up with one image that aptly conveys your brand without requiring any further explanation, you’re in a great position to design a distinctive, universally recognisable pictorial mark logo.
However, if you’re designing a logo for an as-yet-unknown brand, you’ll want to feature the brand name alongside the pictorial mark in the early stages. This will help your target audience to recognise the pictorial mark and what it represents, so that it can eventually stand alone.
Iconic examples of pictorial mark logos include the Snapchat ghost, the WWF panda, the Apple apple, the shell logo that represents the Shell oil company, and the Twitter bird (before it was rebranded to X).
i. When to use a pictorial mark logo:
- If you want to design a logo that’s memorable and unique.
- If there’s an obvious symbol or icon that captures your brand and is universally recognisable.
- If you want a logo that’s easily scalable and highly versatile.
ii. When NOT to use a pictorial mark logo:
- If the brand doesn’t immediately lend itself to symbolism. If you can’t come up with an obvious symbol that accurately conveys your brand, consider a typographic logo instead.
- If you’re designing for an unknown brand. You can still create a pictorial mark logo but consider combining it with a typographic logo to start with.
iii. Pictorial mark logo examples:
4. Abstract logos
Abstract logos are similar to pictorial mark logos in that they use an image or graphic to represent the brand. But, while pictorial mark logos use universally recognisable imagery, abstract logos use abstract—i.e. non-literal—symbolism.
Abstract logo design can be extremely powerful and distinctive, but it’s incredibly tricky. You’ll need to create an image that’s entirely unique and unknown to the viewer but still manages to be meaningful—and that’s no easy task!
It’s not impossible, though. Many iconic brands have done it, like Nike with their famous “swoosh”, Airbnb with their now-familiar teardrop-style logo, Spotify with their green circle logo containing three frequency waves, as well as Pepsi and Slack with their distinctive icons.
i. When to use an abstract logo:
- If you want full creative freedom with your logo design, with the goal of creating something highly unique.
- If there isn’t an obvious universal symbol that would represent the brand.
ii. When NOT to use an abstract logo:
- If you want to create a logo that’s instantly obvious and recognisable. It will take time to establish meaning and recognition with an abstract logo.
- Bear in mind that abstract logos are open to individual interpretation, which may lead to inaccurate representation of the brand or a failure to connect with the target audience.
iii. Abstract logo examples:
5. Emblem logos
Emblem logos consist of text and/or imagery within a geometric shape—like shields, crests, and badges. This is a distinctive type of logo that conveys an air of traditionalism, authority, and formality.
Emblem logos tend to be more elaborate and complex than other logotypes, leaving plenty of scope to include rich detail. However, this can cause issues with scalability and versatility.
Famous brands with emblem logos include the NFL, Superman, Paramount Pictures, Warner Bros, and Stella Artois.
i. When to use an emblem logo:
- If you want to create a logo that’s classic, traditional, and evokes a sense of history or authority.
- If you want to create a logo that’s rich in detail and more elaborate than a simple pictorial mark, wordmark, or lettermark.
ii. When NOT to use an emblem logo:
- Because they’re rich in detail, emblem logos are the least versatile and scalable logo type. Avoid them if you want a logo that can easily be reproduced across different channels and contexts.
- Bear in mind that emblem logos can evoke a sense of conservatism—best avoided if that’s not in line with your brand values.
iii. Emblem logo examples:
6. Mascot logos
Mascot logos include a drawing or illustration of a character that represents the brand. Think of the KFC Colonel or the Slush Puppie dog—those are some iconic examples of mascot logos. The mascot may be featured alongside the brand name but is equally recognisable on its own. Mascot logos are ideal if you want to evoke a sense of fun and build a friendly, approachable brand.
i. When to use a mascot logo:
- Design a mascot logo if you want to create a fun and friendly brand identity.
- Mascot logos are great for building an overall brand story, which can make for powerful marketing.
- You want to create a highly unique and distinctive logo design.
ii. When NOT to use a mascot logo:
- If you’re designing for a more serious, formal, or professional brand identity.
- If you want something easily scalable and versatile. Like emblem logos, mascot logos are richer in detail and therefore not as easy to adapt for different use cases.
iii. Mascot logo examples:
7. Combination logos
A combination logo does exactly what the name suggests: combines different logo types into one. For example, your logo might include both a pictorial mark and a lettermark.
Combination logos can help you to overcome some of the challenges inherent to specific logo types. Abstract logos, for example, may not be super meaningful on their own before the brand is well-established, so you can provide clarity by presenting the abstract symbol alongside the brand name. Mastercard, Rolex, Burger King, Adidas, and Dropbox all have combination logos.
i. When to use a combination logo:
- If your brand is not yet well-established and you want to use both text and imagery to foster clarity and understanding.
- If you want to design a versatile logo that can be broken down into different standalone components (for example, a pictorial mark that can be used on its own once the brand is more familiar).
ii. When NOT to use a combination logo:
- If your brand is all about minimalism. Combination logos are visually ‘busier’ than, say, a simple pictorial mark or lettermark, and therefore don’t achieve the same clean aesthetic.
iii. Combination logo examples:
Which type of logo should I create?
When deciding which type of logo to design, the first and most important factor to consider is the brand identity. Ask yourself the following questions:
What words best describe the brand? If you’re creating a logo for a serious, more formal brand, you can already rule out certain logo types—like mascot logos. If you’re designing for a modern, innovative brand, you’ll want to avoid the very classic-looking emblem logo. Take AND learner Abhishek Singh’s Amul Brand Identity project for reference. Once you have a clear understanding of the brand personality, you can narrow it down to a few suitable logo options.
How well-known is the brand you’re designing a logo for? Let’s say you’re designing a logo for a completely new brand that is entirely unknown to the target audience. You’ll want to design a logo that is instantly clear and meaningful—something the viewer can look at and immediately understand. In that case, an abstract logo without any additional context wouldn’t be the best choice. A wordmark logo, on the other hand, or a combination logo, would allow you to emphasise the brand name and build familiarity among your target audience over time.
What kind of logos are most common in the industry? Logo design is all about creating something unique—but you can, and should, draw inspiration from competitors. Research similar brands (and their logos) to get an idea of common practices within the target market. This will help you gauge what your target audience is familiar with, allowing you to design a logo that’s meaningful and relevant.
Once you’ve decided which type of logo you’ll create, be sure to factor in the six key principles of effective logo design: simplicity, originality, versatility and scalability, clarity and legibility, timelessness,and, of course, brand alignment (which we’ve already touched upon). Also, ensure that the logo maker you are choosing aligns with your needs
How to get started with logo design
Now that you’re familiar with the different logo types, you’re one step closer to designing meaningful, memorable logos that truly capture a brand’s personality and resonate with the target audience.
So what next? If you’d like to learn more about the art of logo design—including 6 fundamental principles that all logo designers must follow—check out our complete introductory guide to logo design. For beginners in the field, checking out our complete guide to typography could be a better alternative to get started.
If you’re ready to get stuck into the creative process, head straight to our practical step-by-step guide where we show you how to design a logo from start to finish. And be sure to check out these logo design trends and ideas for inspiration along the way!
If you're seeking a structured learning experience in logo design, exploring a graphic design course could be a valuable option. We’ve rounded up the best free graphic design courses here, as well as a comparison of the most popular paid programs and certifications in this guide.
Next Steps:
For further information, here are some additional resources you can consider:
- Watch this session by design veteran and AND’s Academic Head, Prachi Mittal, and our Course Lead, Soumya Tiwari.
- Talk to a course advisor to discuss how you can transform your career with one of our courses.
- Pursue our Graphic Design courses - all courses are taught through live, interactive classes by industry experts, and some even offer a Job Guarantee.
- Take advantage of the scholarship and funding options that come with our courses to overcome any financial hurdle on the path of your career transformation.
Note: All information and/or data from external sources is believed to be accurate as of the date of publication.
