Let’s face it: building a brand from scratch can be overwhelming. Between naming your business, setting up a website, and figuring out your visual identity, it’s easy to feel stuck-especially when it comes to designing your logo. But here’s some good news: understanding the different types of logos can help you choose the style that best suits your brand’s voice and values.
From sleek wordmarks to classic emblems, each logo type has its own flavor and function. And whether you’re working with a designer or exploring options related to custom logo maker tools, knowing the strengths of each logo style can save you time and help you make smarter branding decisions.
In this guide, we’ll break down the major types of logos-wordmark, lettermark, emblem, brandmark, combination mark, and more-complete with real-world examples and tips for how (and when) to use them.
1. Wordmark Logos: Let the Name Do the Talking
A wordmark, or logotype, is a logo made up entirely of text-specifically, your brand’s name. It relies on typography and styling to stand out. Think of it as your brand name dressed in its best outfit.
Famous Wordmarks:
- Coca-Cola
- Disney
- Visa
When to Use a Wordmark:
- Your business name is distinctive and easy to remember.
- You want to build brand recognition around your name alone.
- You’re targeting a clean and modern visual identity.
Quick Tip:
Typography is everything here. Choose fonts that reflect your personality. For instance, a tech startup might go for a geometric sans-serif, while a bakery may prefer a whimsical script.
2. Lettermark Logos: Keep It Short & Stylish
A lettermark logo is an abbreviation-usually the initials of a longer company name-styled as a graphic. It’s especially useful when your business name is long, hard to pronounce, or just doesn’t look good on a sign.
Famous Lettermarks:
- IBM (International Business Machines)
- CNN (Cable News Network)
- NASA (National Aeronautics and Space Administration)
- HBO (Home Box Office)
When to Use a Lettermark:
- Your company name is lengthy or complex.
- You want a logo that works well on smaller screens or merchandise.
- You plan to emphasize your initials in future branding.
Quick Tip:
Pair your lettermark with a full brand name in early brand materials. This helps establish recognition, especially if you’re just starting out.
3. Brandmark Logos: The Iconic Symbol
A brandmark, or pictorial mark, is a logo made entirely of a symbol or icon-no words, just visuals. Think of the Apple apple or the Twitter bird.
Famous Brandmarks:
- Apple
- Target
- Nike
When to Use a Brandmark:
- You’ve already built strong brand recognition.
- You want an iconic, minimalist symbol.
- Your business lends itself to a clear visual metaphor.
Quick Tip:
If you’re a new brand, consider pairing your brandmark with your company name (a combination mark) until your audience recognizes the symbol on its own.
4. Emblem Logos: Timeless & Traditional
An emblem logo combines text and imagery within a unified shape-often a seal, crest, or badge. This style has a classic and authoritative feel, making it popular with universities, government agencies, and some luxury brands.
Famous Emblems:
- Harley-Davidson
- Starbucks
- Harvard University
- NFL
When to Use an Emblem:
- You want a logo that communicates heritage or tradition.
- You’re in a field that values prestige and authority (e.g., education, legal, government).
- You want something that looks great on labels, signs, or packaging.
Quick Tip:
Make sure your emblem design remains legible at small sizes. Emblems are often intricate, and that detail can get lost in digital formats.
5. Combination Marks: The Best of Both Worlds
A combination mark pairs a wordmark or lettermark with a brandmark, giving you the flexibility to use either element alone or together.
Famous Combo Marks:
- Adidas
- Doritos
- Lacoste
- Burger King
When to Use a Combination Mark:
- You’re building a brand from scratch and want maximum flexibility.
- You want a logo that works across multiple mediums (from business cards to mobile apps).
- You’re still building brand recognition and want to use your name alongside a symbol.
Quick Tip:
Design your combination mark in a way that allows the icon and word to stand alone in the future. That way, you can simplify your branding as your company grows.
6. Dynamic Logos: Evolving by Design
A dynamic logo isn’t static-it’s adaptable. The core design remains the same, but certain elements (like color, pattern, or layout) can change depending on context. Google Doodles are a perfect example.
Famous Dynamic Logos:
- Google Doodles
- MTV
- Nickelodeon
When to Use a Dynamic Logo:
- Your brand is creative, playful, or highly interactive.
- You want to keep things fresh and engaging without losing brand recognition.
- Your business exists across multiple platforms or mediums.
Quick Tip:
Make sure there’s always a consistent visual element (like a shape or font) that ties all variations together.
Choosing the Right Logo Type for Your Brand
So, how do you decide which logo type is right for your business? Start by answering these questions:
- Is your brand name short or long?→ Short: Try a wordmark or brandmark.
→ Long: Consider a lettermark. - Do you want a timeless or modern feel?→ Timeless: Emblem.
→ Modern: Wordmark, brandmark, or dynamic logo. - Do you need flexibility?→ Go for a combination mark that can adapt across channels.
- Are you a new or established brand?→ New brands often benefit from more descriptive logos (wordmark or combo), while established ones can rely on symbols alone.
Final Thoughts: Your Logo, Your Identity
A logo isn’t just an artistic exercise-it’s a strategic asset. The right logo builds trust, sparks recognition, and sets the tone for every interaction with your brand. Whether you’re launching your startup or refreshing an old brand, take the time to explore the different types of logos and what they communicate.
And if you’re not ready to hire a designer, don’t worry-there are plenty of options related to custom logo maker tools that can help you experiment with styles until you find the perfect fit.
At the end of the day, the best logo isn’t the flashiest-it’s the one that tells your story at a glance and sticks in people’s minds.
