You’ve sorted out nearly all aspects of your business. Nearly because there’s still one thing missing — the logo that represents your brand.
These branding images, whether they appear as tiny icons on your screen or on the side of a bus, are crucial aspects for any business. They represent the brand’s identity and set them apart from the competition. With a good logo, you do more than just reflect your brand identity; you make sure it remains memorable in the eyes of your customers.
But there’s no such thing as a one-size-fits-all logo for businesses. There are different types of logos available. Though these marketing materials are all combinations of images and typographies, each type gives your brand a different feel. By understanding the different types of logos and knowing how you can mix and match logo elements, you’ll surely create a logo that evokes positive associations between you and your target audience.
So, what type of logo suits your business? Should you go bold like the Marvel logo or will something simple do?
What are the Different Logo Types?
Logotypes/Wordmark Logos
Wordmark logo (otherwise known as logotype) often includes the business name written in a certain typeface. Initially, it seems like a simple and minimalistic type of logo design, but the simpler the logo design, the more straightforward the messaging is.
Logotype designs are ideal for businesses with catchy names or those who want to get their brand’s name out into the world since most of their marketing materials will use the name of the business.
If you are planning on your company’s wordmark logo design, there are different ways to design it. Some brands create custom fonts for their business (think Coca-Cola). However, this can be time-consuming and will require the hands of an expert in graphic design. Alternatively, you can choose typography that reflects your brand identity and its vibe. Modern logo designs use sleek-looking fonts like sans serif, but if you want something trendier looking, choose an elaborate-looking font.
When thinking about the design of your wordmark logo, consider going for small laters, all caps or a mix of both. The addition of color or special characters is always welcome.
Which Businesses Use Wordmark Logo Design?
Coca-Cola, West Elm, Kellogg’s, Casper, Subway, Wix and eBay.
Mascot Logos
Mascot logos (otherwise known as ‘mascots’) consist of illustrated ‘ambassadors’ or representations of the brand. These can be caricatures of real people or drawings of fictitious creatures, as long as they represent the brand’s identity.
Mascot logos can get customers to connect with your brand since characters tend to naturally resonate with people. Use the mascot logo to create a fun and playful vibe that will appeal to your target market. This explains why businesses targeting families and children use mascot logos. So, before you consider using mascots for your branding materials, finalize your target audience.
Because of their engaging and friendly nature, mascot logos work well when designing for marketing and social media campaigns. However, they come with more intricate details compared to standard logos, so you’ll have to work with simple versions for smaller dimensions.
Which Businesses Use Mascot Logo Design?
KFC’s Colonel Sanders, Kellogg’s Tony the Tiger, Planters’ Mr. Peanut and Michelin’s Michelin Man.
Abstract Logo
Abstract logos are image-based logos that rely on abstract forms to reflect a business’ branding. As its name implies, an abstract logo is more metaphorical compared to standard logos.
These abstract logos don’t often depict recognizable images. So, if you’re looking for more creative freedom, an abstract logo is perfect for your business. You can create something highly unique as long as it still represents your brand’s core values and identity.
If you want to use an abstract logo, focus on who your brand is and what it stands for. Experiment with different images or geometric shapes until you find the form that evokes the right message and emotions. Take Airbnb’s logo for example. The letter ‘A’ doesn’t just look like an A; it is also reminiscent of the location icon. Apart from this, it also looks like an upside-down heart.
Which Businesses Use Abstract Logo Design?
Pepsi, Adidas, Google Drive, Nike, Olympics, Chanel and Airbnb
Emblem Logo
Also known as ‘badge logos,’ an emblem logo is often reminiscent of crests. Emblem logos combine symbolic imagery and text to form ornate logo designs that evoke a traditional feel.
If you think an emblem logo suits your brand, consider the industry of your business. While there are no rules with this logo design, consider that emblem logos are often used by coffee brands, universities and sports teams. If you wish to take a modern approach, use an emblem logo but make the design contemporary. The modern and minimal approach to emblem logos includes a lot of clean lines and vector illustrations.
Which Businesses Use Emblem Logo Design?
Warner Brothers, Manchester United, NFL, Harley-Davidson, Stella Artois and Starbucks.
Monogram Logo
Monogram logos (otherwise known as lettermarks) are typography logos made up of the business’ initials. Businesses that use monogram logos are those that prefer to abbreviate their name (or more people know the abbreviated version of their business name). Think NASA or IBM.
Similar to the other logo types mentioned above, you can use a custom typeface for monogram logos. Find a font that conveys your brand’s identity perfectly. Also, take into account the different typography parameters such as weight and style (bold or italic), width and kerning (the spacing between letters).
Many businesses prefer to use the abbreviated version of their name. If you’re one of them, using monogram logos is a good marketing move.
Which Businesses Use Monogram Logo Design?
Louis Vuitton, CNN, NASA, IBM and HBO
Combination Mark
A combination mark combines words with images. Most businesses with a combination mark logo use mascots with a letterform. Some brands have a primary logo, while occasionally splitting up the imagery and text to suit different contexts.
Combination marks are very popular among businesses from different industries because of their versatility. Create different variations of your logo and use them for different purposes, while ensuring a cohesive and clear visual language.
For example, big-time brand Lacoste uses a combination mark on their site’s design while most of their products only feature their trademark green crocodile.
If you think your business needs help in the ‘fame game,’ using a combination mark is a great logo starting point. These combination mark logos can help you build brand recognition. Eventually, you gain the freedom to use just the icon or just the text while remaining recognizable. To make sure your combination mark works, support the text with symbols, icons and other forms of imagery to help customers understand what your brand is about.
Which Businesses Use Combination Mark Logo Design?
NBC, Dove, Dropbox, Toblerone and Taco Bell
Dynamic Marks
When it comes to finding the perfect logo, your choices are plenty. Most of the time, you can easily work with them. But there’s always that one logo type that you’re just not sure of.
In conversations concerning the different types of logos, dynamic marks are considered ‘unique anomalies.’ They can take on many forms, which sounds like a big no-no in logos (since consistency is key). However, this is what makes dynamic marks versatile. Their consistency in being unique is the reason dynamic marks thrive.
Dynamic logos require the basic framework, which serves as the primary motif of the logo. This framework will appear in all versions of the logo.
Consider Google’s ever-changing logo. The search engine giant always adjusts their wordmark logo according to celebrations, holidays or historical figures. Despite the changes, you still know that it’s Google. Recently, Google changed its design to celebrate Earth Day.
Dynamic logos are effective for brands that are also dynamic. If you work in a bustling and dynamic industry that aims to stay innovative and fresh, a dynamic logo might be perfect for your business. However, avoid getting carried away with the constant adaptations and changes of your logo to ensure clients can nurture their connection with you.
Which Businesses Use Dynamic Mark Logo Designs?
Virgin, Google, Nickelodeon, MTV and Hilary Clinton
How to Find the Perfect Logo Design
With so many types of logos out there, finding the best logo design for your business is like finding a needle in a haystack. Do you go with an emblem logo? Or are you better off with abstract logos?
Since your logo is an integral part of your branding, you want to get it right on the first try. Boost your brand recognition with logos by following these tips.
Define Your Brand Identity
Your logo should communicate your brand’s personality. To do that, understand your business’ core personality. What makes your business unique? Once you understand your identity, it’s easier to find the right logo design for the business.
Find Inspiration for Your Logo Design
How do you get inspiration for your logo design? Start with a brainstorming session. Bring in people from different departments, sit down with them and get their ideas out. The more perspectives you have the better.
Another way to find inspiration is to make a mood board. Create an actual board by printing out images or cutting out photos from magazines. You can also make a digital mood board via Pinterest. Collect images that make you feel drawn to their logo design.
Better brand personality starts with a good logo. To effectively get your brand message out there, design a logo that speaks volumes about who your business is and why customers should choose you.
Fortunately, you have many options. Happy logo designing!