10 types of logos and interesting examples. Which is the most suitable?

Maybe you’re about to start your own company and you hear the word “logo” all around you. But what does it actually mean? What is a logo? What are the different types of logos? What type of logo should you choose for your business? What are the advantages and disadvantages of each type of logo?

In this article, we explain all the different types of logos out there, give examples and some useful tips to help you decide if they’re right for you!

Here’s a quick checklist to easily access the different sections of the article and learn the basics in just a few minutes… and let’s get started:

What is a logo?

A logo can be an image, text, shape, form, abstraction or a combination of these, used to represent a business. It is a sign that can be placed on a variety of products, business cards and stationery, helping the user to identify the business. Last but not least, one of the most important functions of a logo is to evoke a certain emotion and create an analogy in the user’s mind.

For example, think of the Nike “swoosh” sign (logo) – it’s recognizable to most people without having to explain that it’s the Nike brand. It also suggests movement, speed and agility through its curved and dynamic shape. We can agree that it appeals, even subconsciously, to its target audience – active people who like sport and are always on the move.

Now, let’s look at the different types of logo designs in turn, discuss their features, appropriate uses and give you examples:

1. Logo Monogram / Lettermark

A monogram logo, also called a lettermark, is a letter or combination of letters, usually the initials of the company. The most common use is when the company name is too long and only initials are chosen to represent it.

✔️ Advantages

• Simplifies complicated/long names
• Fits better in different spaces and sizes
• It’s easier to remember than a symbol, for example
• Easy to reproduce on different media, which is beneficial for new and growing businesses

❌ Disadvantages

• May not be legible
• It may look similar to many others

2. Wordmark logo

A wordmark logo (or logotype) is similar to a lettermark logo, but this time the entire company name is included. It is a font-based logo and is mainly used by companies with unique names. The brand name itself forms an image, using unique typography (fonts and letterforms).

✔️ Advantages

• Easy to remember the brand name
• Simple to use
• Will require fewer variations and changes over time compared to other types of logos

❌ Disadvantages

• It can look generic if it’s not done right – use unique fonts and color schemes to stand out from the competition

3. Logo Abstract

Companies prefer to use an abstract logo to attract customers’ attention. The product or service is represented by a symbol or icon – catchy and visually pleasing. In short, convey a complicated concept through an interesting shape, symbol or icon.

Most often, they consist of geometric shapes in various compositions and combinations.

If you can recognize the symbol/icon as a real-life object, then you have a pictorial logo.

✔️ Advantages

• Works well for large companies with many divisions, operating in multiple industries
• Highly effective for technology companies

❌ Disadvantages

• Difficult to get right

4. Pictorial Logo

A pictorial logo is a stylized and simplified image, an illustration, that is immediately recognizable. The best known examples are Apple’s apple image and Twitter’s bird logo. These are a popular type of logos because they communicate more about a brand than just text or an abstract shape. They rely on the associations people make. Also, people have always preferred visuals and images, which help us remember. They often suggest the company’s mission and make a powerful statement.

✔️ Advantages

• Visually pleasing
• It can be very original
• Symbolic and able to create a certain emotion in the viewer
• Highly imaginative, communicating a promise, emotion or offer you want to make
• Great for global business, as you don’t force the user to read/pronounce strange names (such as wordmark logos)
• Suitable for representing multiple products or services you offer
• Very unique
• It can be simple, something that, for example, a logo emblem cannot offer

❌ Disadvantages

• Without a wordmark, it can be difficult to recognize as a brand if it’s new – requires advertising
• If you’re a hairdresser, chef, hairstylist, etc., it’s hard to create a logo that shows your profession and sets you apart from the rest
• Sometimes it can be too abstract and ambiguous for concrete professions, services and products

5. Mascot Logos

A mascot logo has as its main element the use of illustrations and characters.

They are vibrant, colorful, playful and friendly. Many companies that produce children’s products, food businesses and sports teams use mascot logos because they are eye-catching and the friendliest of all logo types.

Last but not least, this type of logo helps the customer to connect with your brand and identify with the animated, human-like character.

✔️ Advantages

• Great for engaging children and families
• Friendly, warm and brings a smile to users’ faces
• It seems more accessible, which is why it is preferred by large groups of people
• Fun

❌ Disadvantages

• Difficult to use to attract more corporate business and customers
• Hard to include in exclusive, luxury products and services (because they seem more affordable)
• Requires a good designer to create the illustration
• Over time, design adjustments are often necessary to better suit the look and needs of today’s audience

6. Emblem

Emblems have a long history – families, castles and universities have long used emblems.

That’s why the Emblem logo evokes a sense of reliability and an attitude of ‘permanence’.

It includes a word, a symbol and a geometric shape, giving a solid feel.

✔️ Advantages

• Easy to reproduce on badges, seals, coats of arms
• Ideal for traditional companies, universities, government agencies and other institutions
• According to whether you want to establish your brand as ‘classic’ or ‘special’
• Perfect for beer and coffee
• Very original and difficult to imitate, so it’s hard to confuse

❌ Disadvantages

• Most current trends are leaning towards simplicity and “less is more”; it’s difficult not to go overboard with a flagship logo because of the many elements/parts
• Not suitable for all types of businesses/companies – limited to traditional brands

7. Tip Combination Mark logo

This type of logo is a combination of pictorial and wordmark logos.

Elements can be placed side by side, stacked or integrated together.

✔️ Advantages

• You can use this type of logo to differentiate yourself from the competition (for example, many brands have a bear as a pictorial logo, but if you add text, the confusion will be reduced).
• Increase the chances of being remembered – give the viewer both an image and text to memorize.
• It’s perfect for new companies that are not yet established in the market.
• Once established as a brand, people can recognize you either by symbol or text.
• Preferred by manufacturers – this type of logo stands out on store shelves.

❌ Disadvantages

• Now there are two elements to design, which must work together.
• Sometimes it can be difficult to place in different environments.
• The company sometimes has to decide which of the two (image or text) to place on products, marketing materials, etc. – which can be confusing.

8. Dynamic/Adaptable Logos

It is one of the most modern types of logos, as it is characterized by movement, animation and changes in shape and structure, depending on the context in which it is placed.

✔️ Advantages

• Many innovative and dynamic companies use this type of logo to project agility, movement, constant change and evolution.
• Helps the user navigate changes in the environment and situations (festivals, forums, events).
• It offers diversity.
• Fresh, different and the movement always catches the viewer’s eye.
• It is often preferred by innovative and large companies with many different divisions and services/products.

❌ Disadvantages

• It is difficult to get consistency between different variations of the logo.
• Harder to communicate a clear message (what does the logo change tell us?).
• Difficult to create a complex symbol, in different forms, that is recognizable both as a whole and in its separate parts.

9. Contoured Words

Outlined wordmark logos are very similar to wordmark logos – they include the company name again, but this time, an interesting shape is included alongside the typography. This gives the company the opportunity to use multiple colors. Businesses can also express friendliness and accessibility by including rounded shapes in the design. If a rectangle is used in shape language, it conveys stability and reliability.

✔️ Advantages

• Communicate even more to the user by including shapes in the design.
• They look less strict and formal and are more accessible.
• Many home goods brands use this type of logo, expressing availability, affordability and convenience.

❌ Disadvantages

• They can be difficult to compose and place in different environments because of the extra space they take up.
• It can be difficult to create a good contrast between shapes and letters if the design is not done correctly.

10. Tip Slime logo

This type of logo is characterized by a drawn style, with splashes, dots and flowing effects. They are relatively new at the time. Instead of using a more conventional font and symbols, these logos have slime-inspired elements and a more organic feel. In short, they’re playful and fun.

✔️ Advantages

• Very attractive for products and services for children
• Fresh and the market is not so saturated with this type of logo yet

❌ Disadvantages

• It is not suitable for more corporate companies and is therefore of more limited use
• If not done well, it can be difficult to read, remember and recognize

Which Logo Is Right For You?

Hopefully, with this article, we’ve given you an overview of the types of company logos out there and you can now make a more informed choice for your brand. Here is a very short checklist that you can go through in a few minutes to help you decide which type of logo suits you:

• Are you a more traditional or innovative business?
  Think of a logo as an emblem vs. an abstract or dynamic logo.
• Are you a playful, family-oriented brand or a more serious, corporate one?
  In this case, a mascot logo, slime logo vs. wordmark would be right for you.
• Are you new to the market or have you already established your name to some extent?
  You can try a mascot, combination mark, wordmark vs. dynamic, abstract or pictorial logo.
• Is your business name short or long?
  Consider a wordmark logo, outlined words vs. monogram/lettermark.

This quick checklist can give you the right direction for choosing the perfect logo for your business!