7 Types Of Logos & How To Use Them

Logos are how businesses identify their brand by using text and images or a combination of the two. With so many types, the question is, what type of logo will get the job done?

Here are the 7 main types to help get you started.


Emblems, or commonly known as a badge, seal or crest, are considered to be the oldest form of logo. An emblem typically uses font inside a symbol or an icon to give a classic traditional look. That’s why they are often used by schools, government agencies and even the auto industry.

Examples: Harvard, Harley-Davidson, Princeton, Yale and Starbucks.

Monogram (Lettermarks)

Monogram logos, also known as lettermarks are logos which focus on simplicity by using letters, usually the brand initials. This type of logo is used by brands with lengthy names so that it is easier for the consumer to say and remember.

Examples: HBO, Louis Vuitton, NASA, Gucci and CNN.

Wordmark (Logotypes)

Wordmark logos, also knows as logotypes is a logo which is created entirely from words to make the company name. Therefore, typography alongside a strong brand name, is very important to create distinct recognition.

Examples: Google, Coca-Cola and Visa.

Pictorial Marks (Logo Symbols)

A pictorial mark, also know as a logo symbol is an graphic icon based logo. This type of logo is typically used for brands which are very well established, as the mark alone is instantly recognisable.

Examples: Twitter bird, Apple logo and McDonald’s M.

Abstract Logo Marks

An abstract mark is a specific type of pictorial logo that represents your business. This type of logo is where brands can symbolically convey what they do so they can get distinct recognition, without relying on a specific image.

Examples: The Nike Swoosh and The Pepsi divided circle.


A mascot logo is an illustrated character which acts as an ambassador to represent a company. Typically, this type of logo is colourful, cartoon-like, friendly and is used by companies that would like to appeal to families and children.

Examples: KFC, Mr Peanut and Kool-Aid Man.

The Combination Mark

Sometimes one type of logo isn’t enough. A combination mark is a logo which combines wordmark or lettermark and a pictorial mark, abstract mark, or mascot. This type of logo is a great choice for new brands that want a flexibility and in the future, hope to rely exclusively on the symbol, and not have to always include your name.

Examples: Doritos, Dove, Burger King and Lacoste.


Remember creating a logo is the fun part of starting a business, but shouldn’t be rushed. If you need help we create bespoke and memorable custom logos so don’t hesitate to get in touch!