Types of logos and when to use them

Logos are the one thing that many people overlook at first glance but can quickly identify upon closer inspection. Businesses large and small spend countless hours, dollars, and other resources on creating logos to make a one-in-a-million impression to their target audience.

A perfect logo should effectively amplify your brand’s message and be memorable among your current and potential customers. It should also be easy to differentiate from those of your competitors.

Are you looking to create a logo for your brand? This article provides you with a list of different types of logos and when to use them.

Monogram logos

Also known as letter marks, these types of logos are made by combining a brand’s initials. A common variation is an interlocked acronym like HBO, NASA, or IBM.

Monogram logos are great for brands with just a few letters in their name or if their business name is short enough to fit. They’re also suitable for well-known companies with established brand recognition.

Although these logos might seem old-fashioned, they’re still considered modern because simplicity goes hand-in-hand with sleekness in design trends today. If you want to create perfect letter marks, consider using a clear font like Sans Serif. This will keep your symbol recognizable at smaller sizes on print materials like brochures or presentation slide decks.

Pictorial marks/Logo symbols

Pictorial marks use an image or icon from the real world, such as an apple or flower. These symbols uniquely capture something about your company.

Logo symbols can be hard to decipher for people who aren’t already familiar with them, but once they’re deciphered, they make sense. This is because images used tend to symbolize a theme or concept your company stands for.

One famous example of pictorial marks is Apple’s symbol. It is based on Sir Isaac Newton sitting under an apple tree, which inspired his theory of gravity. The apple icon doesn’t immediately come to mind, but it makes sense when you know it represents knowledge.

Pictorial marks can be suitable for brands with a well-recognized identity. So, ensure your audience knows more about your company’s goals, visions, and mission before using them.

Mascots

Mascot logos feature something like a cartoon character that represents your brand. These logos are fun and lighthearted. Think about Disney, for example. Mickey Mouse has been a mainstay since 1928, his design constantly evolving but always looking like and representing the Mickey Mouse character.

Mascot logos can be great for entertainment companies, food carts, family-friendly events, or any business looking for a fun logo. At the same time, these logos may not work well for professional services like law firms or accounting firms because they appear too casual.

The custom wordmark logo

Unlike a monogram logo that uses the initials of a brand’s name, a custom wordmark logo takes your business name and turns it into a visual design. A few examples of companies that use this logo include Google, Visa, and Coca-Cola.

Custom wordmark logos can suit startups that want their customers to identify them quickly. They often work well for entertainment companies, small stores, and non-profits with unique names.

Like when creating monogram logos, font and typography are essential for designing wordmark logos. Pick a clean and elegant font that your target audience will find easy to read.

Abstract logos

Abstract logos use a concept similar to pictorial logos. However, they use abstract icons instead of using concrete and recognizable images. A common example of an abstract logo is Adidas’ stripy flower.

These logos allow you to tell what your company does symbolically. While it might be hard to find a unique object to associate with your business, when you find one, it will make your brand stand out from your competitors by a mile.

Abstract logos are suitable for graphic designers or companies that want an icon/symbol instead of text as their primary logo element. They are also easy to pass a message to an audience that speaks different languages.

Emblematic logos

Emblems are the oldest logos made by placing letters inside a symbol. Think about the famous Harley-Davidsons crest or Starbucks’ iconic mermaid logo.

Emblems can make good logos because they are simple and memorable, mainly when represented in color. They are an excellent choice for companies, schools, organizations, or government agencies.

The takeaway

There are several logotypes out there. Whichever style you settle for, ensure you choose something that rings well with your brand’s identity. A perfect logo should be easy to identify and combine typography, color scheme, and font to pass a concrete message to your audience. While it might be hard to find a style that fits your business, the best way to start is by using a logo maker to build and test different types of logos.