Have you ever played the game where you identify the company by just their logo? I bet you’re pretty good at it. As an entrepreneur, I will also bet you know that having a well-designed logo is important to the way customers see your business. The colors, fonts, and form you choose are what will set your brand apart from your competition. But what form should your logo take? Below I have laid out 6 types of logos and how you can use them in your business.
Wordmark is one the most popular logo forms. This logo form is a typography-based logo that focuses on a company’s name. Wordmarks may seem simple enough to create but it’s more than choosing a font or two and slapping them together. Most wordmark logos, also known as a logotype, are altered to make them stand out. A wordmark is a great choice if you are a new business just starting out and need to have your name seen by customers. If your business’ name is long be sure to pay attention to the design so it doesn’t look cluttered. An interesting fact: 41% of the top 100 companies use a text only logo.
Wordmark Logo Examples
A lettermark, or monogram, is also font based logo form. It’s a simple design that generally consists of just a companies initials. Again the emphasis is placed on differentiating the logo from its competitors by stylizing the fonts and altering them to make them stand out. If your company name is long or difficult to pronounce you might consider a lettermark. Lettermarks are easy to use across all your branding and easy for customers to remember.
Lettermark Logo Examples
A Pictorial Mark, also known as an icon, is a graphic based logo form. Icons are simple designs and are usually used as secondary logos. They can make a big impact with customers, like the Apple logo. Because this logo form uses just a picture deciding on which image to use is the biggest thing to consider. Like Apple does with their apple icon you can play off your business’ name. You could also use an abstract image to envoke a thought or feeling around your brand. Nike and the iconic swoosh represent motion and speed two things they want you to achieve with their brand. Most businesses that use an icon have a well-established brand identity. That’s not to say you cannot incorporate an icon into your brand identity but it shouldn’t be your only logo if you’re a new business.
Pictorial Mark Logo Examples
This logo form is a fun and colorful cartoon representation of your brand. A mascot can become your business’ unofficial spokesperson and encourage interaction on different types of media, especially social media. Kellogs Frosted Flakes Tony the Tiger is an example of a Mascot Logo. If you plan on using a mascot in your branding design I recommend doing a combination logo form (more on this below). Mascots have a wide appeal with younger audiences so if your business is focused on children a mascot might be a great way to gain brand recognition.
Mascot Logo Examples
An emblem is a more traditional logo form that incorporates typography inside of a symbol. These types of logos are popular in government and educational businesses. Emblems have seen a resurgence over the last decade thanks to companies like Starbucks. These logos are not as versatile as other logo forms because they generally have more details than other logos. The more detail your logo has the more difficult it is to scale for all your media. You can usually avoid this downfall by using a more simple design. If your business is more traditional this logo might be a good choice for you.
Emblem Logo Examples
This logo is pretty simple. It’s any combination of the logo forms mentioned above. This logo uses either a wordmark or lettermark as its foundation and then adds in other elements, such as an icon. This logo allows customers to begin to associate your symbol with your business name. Remember the old Apple logo from the 80’s? Now if you see just the Apple icon you immediately know which company it represents, but they had to build that recognition with customers first. This logo is also great because the elements that make up the logo look great together but they can also be used separately in your branding. A combination mark is a great choice for any business at any stage. Just make sure you put thought into the design. Remember what you want your customers to think and feel when they see your logo. I also recommend hiring a designer if you don’t have experience with this type of logo. They are much more difficult to create.
Combination Mark Logo Examples
When choosing your logo design it’s important to remember how you plan on using it and what message you want to send to your customers. Don’t be afraid to use several designs in your branding as long as they are cohesive and relate to your brand. If you have a logo which style did you choose and why? If you don’t have a logo which style do you think you’re going to use?