In this article, you will learn about the different types of logos and how to use them effectively. This article aims to be the ultimate guide for designers.

Every business in the market has an identity. This is how their audience perceives the brand. In curating this brand identity, it is important to design a logo that will be able to accurately represent who you are as a brand.

At the very core of it, logos are symbols, texts, or a mix of both that help people identify brands and differentiate them from one another.

It’s one of the cornerstones of your brand because it helps your audience remember who you are. Aside from that, it helps them create a relationship with you because as they get more familiar with your brand, they’ll be able to associate feelings and experiences with it.

Because of the impact that a logo has on your brand, it’s important that you create one that can fully represent who you are. It should also be able to help your audience understand and remember what you stand for and what your message is.

With this in mind, let’s take a look at 9 different types of logos that have been effectively used in the industry for years.

Types of Logos – Ultimate Guide

1. Wordmark logos
2. Letterform logos
3. Lettermarks/monogram logos
4. Logo symbols/brand marks/pictorial marks
5. Abstract logo marks
6. Mascots logos
7. Emblems logos
8. Combination marks
9. Dynamic Marks

Top 9 Types of Logos and How to Use Them Effectively

1. Wordmark Logos

Having a wordmark logo is a great choice if your brand has a quirky or catchy name. It’s also great for companies who want to make their name their most identifiable characteristic.

What makes wordmark logos very distinct is that it does not contain any character, symbols, or icons. It’s purely text and it contains the name of the brand.

One of the considerations of this logo is whether to go with all capital letters, all small letters, or a mixture of both. Even if the general public doesn’t notice it, this element of typography actually influences how the logo will be perceived. For example, a logo with all capital letters can draw more attention but a logo with a combination of capital and small letters is easier to read.

How to use them effectively?

Since wordmark logos are limited to only the name of the brand, font and colors matter a lot. These elements should be able to properly represent the brand.

The font should be able to give the audience an idea of what the company’s culture is like. For example, using New Times Roman will help the audience understand that the brand is traditional and authoritative. As for the colors, it’s suggested to use the brand’s color palette so it can be easily associated with the brand.

2. Letterform Logos

Letterform logos are also known as letter logos because it’s composed of only one letter. This is usually the first letter of the company’s name. It’s a great option if your company has a relatively long name so you don’t have to spell everything out. Aside from that, it can also be a variation of your Wordmark logo.

Since letterform logos are composed of only one letter, a notable advantage of this logo is that it’s scalable. This makes it easier to put logos on small items like business cards and still have recognizable details.

A good example of a letterform logo is Facebook. The logo is composed of a simple small f. The logo is surrounded by its signature shade of blue. It’s simple yet people can easily identify what the logo stands for.

How to use them effectively?

Since letterform logos are limited to only one letter, they have to be eye-catchy and memorable. It has to have a striking presence so that your audience can easily associate it with your brand. It should also contain your brand palette to make it easier for your audience to recognize it.

Finally, it’s best if you keep the details of your letterform logo to a minimum. This will make it easier for your audience to read it and make it easier to recognize once you scale the logo.

3. Lettermark Logos

Lettermark logos are also known as monogram logos. They make up the initials of a brand so it’s easier to remember. Think of it as the acronym of the brand’s name so your audience doesn’t have to say your company’s whole name.

An example of this logo is BMW. It is a brand that has produced luxury cars for decades and has been an industry leader ever since. BMW actually stands for Bayerische Motoren Werke AG which can be a bit tricky to read and let alone pronounce. To keep things simple, they go by BMW and their lettermark logo is both memorable and recognizable.

How to use them effectively?

Lettermark logos are composed of only letters too so it’s important to keep in mind the font and colors as previously mentioned. It’s suggested to make sure that the letters are legible and to include the brand colors in the logo for easier association.

4. Logo Symbols or Brand Marks

Logo symbols are also known as brand marks or pictorial marks. These logos have icons, symbols, or images that reflect who they are and what they do. It can also be something significant to the brand like something that represents their journey.

What makes these logos very effective is that they have a visual representation of what a brand does. People find it easy to associate the brand because it has an icon that visually represents who they are.

Since these logos use symbols and illustrations, a lot of thought should be placed into what you’ll use to represent your brand. It has to be something meaningful for the brand

For example, let’s look at the logo of Shell, the gas tycoon. The logo of the company is a yellow shell in front of a red background. The logo was chosen because it was the owners’ tribute to their family’s previous occupation which was selling seashells to collectors.

How to use them effectively?

The trick to making an effective logo symbol is to have purpose and intent. Sitting down and really thinking about what image you want to represent your brand is important. It can be something that represents your brand or something that is of high significance to you and your journey.

5. Abstract Logo Marks

Abstract logos are similar to logo symbols. They use images to represent their brand. The difference is that logo symbols, usually use images that are easy to understand but abstract logos, as the name implies, it’s more abstract.

What’s great about this type of logo is that it leaves room for your audience’s imagination to figure out your logo. It’s creative, fun, modern, and definitely interesting.

Take the logo of Burger King for example. The name of the brand is sandwiched between 2 burger buns. Together, the logo forms an image of a burger which is the staple food of this fast-food chain.

How to use them effectively?

It can be somewhat of a challenge to design an abstract logo. There’s always a possibility that the audience might not be able to understand or appreciate the abstractness of your logo.

To use these logos effectively, make sure that there’s a balance between creativity and practicality. You can be as creative as you want in creating the abstract logo but you always have to keep in mind the perspective of your audience.

6. Mascot Logos

Mascot logo uses an illustration of a character that represents a brand. Whatever these characters are based on will depend on the brand. It can be a person, an animal, or even something that is totally out of this world.

What’s great about mascots is that it helps your audience connect with your brand. Mascots have personalities so people find them relatable. This then opens the opportunity of starting a conversation and getting them interested in your brand.

You can also use mascots to curate a playful and fun brand identity. It’s very effective for brands whose target audience is kids and families.

Take for example the logo of Pillsbury Company. Their mascot is called Doughboy and he’s this adorable little man who has a chef’s hat and a neckerchief. When he appears in commercials, he always looks like he’s having fun. It’s a great way to help its audience associate happiness with the brand.

How to use them effectively?

To use a mascot logo effectively, they have to be able to accurately represent who your company is through their personality. It’s what the audience will find relatable and it will help them associate specific feelings with your brand.

7. Emblems Logos

Emblem logos have a very traditional feel to them. They’re used by old companies who have survived the test of time.

What’s great about emblems is that it has a sense of authority to them. It makes your audience trust you more because your logo feels like you know what you’re doing and you can do it well.

Old emblem logos tend to have intricate details and ornate designs. They feel regal, elegant, and sophisticated. With more contemporary emblem logos, they tend to lean more towards the minimalism side. They use clean lines and geometric shapes.

Something worth taking note of though is that since emblem logos have lots of details, it’s not the most scalable logo. It can be a bit hard to scale them down and have the details still recognizable.

How to use them effectively?

To use an emblem logo effectively, you have to give a lot of thought to the elements that you’ll add. Each part of an emblem represents something that a brand believes in. This will give you the opportunity to visually and symbolically represent your values in your logo.

8. Combination Marks

As the name suggests, combination marks are composed of both images and text to represent a brand. These images can be any of the previously discussed logos like logo symbols, abstract logos, or mascots.

One of the advantages of this type of logo is that it can utilize the advantages of both images and texts. It’s easier to identify your brand because you both have your name and an image that your audience can associate with you.

You also have the versatility to create multiple variations of your logo. You can create a wordmark logo variation and a logo symbol variation. This also makes it easier for you to scale your logos because you have multiple variations.

How to use them effectively?

As with the previously discussed logotypes, combination marks must be able to accurately reflect who your brand is and what you stand for.

For the image part, it helps to use your brand palette to create the images. It makes it easier for your audience to recognize and associate the logo with your brand. As for the text, it must give your audience an idea of what kind of brand you are based on the font you choose.

9. Dynamic Marks

Dynamic mark is a very interesting type of logo because it constantly changes. It might be surprising for some since logos are supposed to be something constant that the audience can look forward to, right? As a brand grows, the logo remains the same so people know it’s still the same brand. But with dynamic marks, all these ideas get thrown out the window.

What makes dynamic marks interesting is that they change and shift depending on the brand’s journey. It can reflect the brand’s current theme for a certain period of time.

Even though dynamic marks change every now and then, it’s important to keep a certain element of the original logo constant. This is what your audience can look forward to every time your logo changes.

This type of logo is great for brands that are in the creative and entertainment industry. It lets brands stay fresh and have a sense of constant innovation.

Take the example of the logo of a popular boy group in Korea, EXO. Their logo changes every time they release a new album. It changes size, shape, and sometimes even colors. But what is consistent throughout all these logos is that you can see EXO in the middle.

How to use them effectively?

For dynamic marks to be effective, they must be able to accurately represent the brand’s current journey. It should be a reflection of the current pursuit of the brand. It should also have an element that is constant in all the versions of the logo. It helps the audience to remain connected to the brand.

Frequently Asked Questions

 

Top 9 Types of Logos and How to Use Them Effectively

Logos are a great way to communicate who a brand is and what they stand for. It’s also a great way to establish a connection and a relationship with your audience. Once effectively designed and crafted, logos can help you increase brand visibility and ultimately, sales.

Knowing the 9 types of logos and how to use them effectively can be of great help for designers and business owners alike. It’s also helpful for people who are starting to create a logo from scratch or thinking of updating their current one.

 

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