There are a number of ideas floating around about what a logo really is.
If we were to ask most people what a logo is, they would have a variety
of different answers, but they would probably all be right in one way
or another. The reality is, there are a number of different types of
logo “marks” you could choose to utilize for yourself. In this article,
we’ll briefly explain the 5 main types of logos and show some examples
of each you’ll probably recognize.
Symbol or Icon
This type of logo represents the company in a simple but bold manner.
In most cases, the image is abstract and stylized to give visual
interest. Most companies that use this type of logo will have a very
simple main logo, but may choose to create additional alternative
versions that appear a little more flashy. The human mind can easily
remember a simple form much easier than a complex one. It’s best to use a
simple symbol or icon if you plan on building a large business. You
probably recognize symbol logos like Apple, Shell and Mercedes-Benz.
Word Mark
These are uniquely styled text logos that spell out the company or
brand name. Many times, custom fonts are created specifically for brands
to use across all their marketing and branding collateral. Some
examples include Facebook, Disney and Sony.
Letter Mark
Lettermarks are exclusively typographic. They use a symbol
representing the company through the use of its initials or the brands
first letter. Many companies choose to use this type of logo because
their initials can better graphically illustrate the company better than
the full name (name is too long), the name is hard to pronounce, or
it’s just not distinct enough to carry its own weight. Some companies
and organizations that use lettermarks include Hewlett-Packard, Chanel
and General Electric.
Combination Mark
These logos combine a wordmark and a symbol or icon to give the
flexibility for the use of either or both elements across a variety of
applications. A well-designed combination mark looks just as good with
the elements separate as it does with them together. You might recognize
some combo marks like Hawaiian Airlines, Adidas and Sprint.
Emblem
An emblem logo encases the company name within the design. Some
examples include Starbucks, the NFL and Harley-Davidson Motorcycles.
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