Choosing the most appropriate logo design for your business can be a tad challenging as there are many different variations. Logo designs are typically broken down into five main categories: wordmarks, brandmarks, lettermarks, combination marks and emblems.
Still, that doesn’t mean that all logos fall 100% into a single type – it’s just to give you an idea on choosing the most appropriate type for your company.
Wordmark logos (also known as “word mark” or “logotype”) are arguably the most direct and simple form of logo design and outlines the name of the business in a single text. A wordmark logo can be sourced from a signature, handwriting patterns, personalised fonts, and unique fonts. You can click here to read more about how the right font and other aesthetic elements can make a logo design great.
Popular examples of this type of logo design are Google, Facebook, Coca-Cola, Disney, Mobil, Yahoo, Pinterest and Sony.
A wordmark logo is generally suited for companies that wish to convey an air of confidence and familiarity as well as start-ups who just wish to get their name known in the public.
This is another monogram logo, but unlike the wordmark it is crafted from the initials of the company and not its entire name. Some noteworthy examples of lettermark logo designs are: CNN (Cable News Network), HBO (Home Box Office), NASA (National Aeronautics and Space Avenue), and P&G (Procter & Gamble).
As illustrated by these famous instances, Lettermarks are suited mostly for companies whose name is ambiguous and hard to spell or just too lengthy to suit mainstream media.
A brandmark (also called “pictorial mark”) doesn’t contain any text but illustrates a picture, icon, or symbol that represents the company/brand. Popular examples include Twitter, Apple, Nike and the Red Cross.
This type of logo is a good idea for eliciting a sense of familiarity and connection from your target audience. Studies have revealed the brain actually connects on a deeper level with images and symbols as opposed to typed text which needs more interpretation.
As its name implies, this a combo type that combines both a wordmark and an icon/symbol. Some famous examples include: Lacoste, Adidas, Walmart, Domino’s pizza, Microsoft, and Xbox.
This type of logo is great for new brands that want to get their company’s trademark known and not easily confused with anything else, due to its complexity. However, the same complexity can also be a drawback as it is a bit tough to change its size and make it smaller without altering its quality. For this reason, it’s best to use such a logo design either as a whole or by separating its different elements, as in the case of Adidas logo.
This is a variation of the combination mark, but the text and the symbol here are illustrated inside each other and not separately. Some good examples of this type of logo design include Starbucks, Ford, Harley Davidson, Burger King, and EFL.
This type of course doesn’t allow much flexibility compared to the combination mark as any visual components are hard to be disjointed. However, the greatest strength of an emblem logo is that it conveys a sense of history and authenticity as it is traditionally used by many famous organisations for example schools, charities, labs, and public agencies.
Related Article: “How To Prepare Your Logo Design For Responsive Design Systems”