Logos are the most essential part of any brand’s identity. A logo’s purpose is to represent your brand so that your customers can recognize and connect with it. Before you put pen to paper (or finger to keyboard), take some time to understand what makes an effective logo. If you understand the types of logos, you can come up with a logo that is consistent with your brand. In this blog post, we will discuss eight different logotypes and how each can be used to capture your brand story.
Abstract Logos
Abstract logos are all about shapes and symbolism. They represent a concept, rather than an object or brand name. Abstract logos are often the most memorable and are often used by major brands to convey a message and a feeling. The best abstract logos are those that use unique shapes, colors, and design elements to tell a story. Using these elements in an abstract way allows you to create a logo that is truly your own. The main difference between an abstract logo and a symbol-based logo is that an abstract logo is never literal. These logos do not illustrate what a business does, but rather how it wants to make you feel. To start creating your own abstract logo, think about what you want it to portray.
Combination Logos
Combination logos combine a symbol or icon with a wordmark. They are most often used by brands that want to add a visual element to the name they have chosen. Most people think of this type of logo when they think of logos, but it is not always the best choice—especially for new brands who want to build up instant recognition. That is because it’s hard for people to immediately forget logos if they see them regularly, and that takes some time to establish. If you choose a combination logo, be sure it is simple and can be used in a variety of formats from large scale to small scale. You also need to make sure that your brand name is strong enough on its own.
Dynamic Logos
Dynamic logos are a form of branding that allows for flexibility and consistency across multiple channels. Now, this doesn’t mean that you change your logo every time you see fit. The “change” we’re talking about is more of a variation on the original design. Dynamic logos are constructed with components, like font, typography, shapes, or color palettes that remain consistent in every iteration. What changes is how these pieces are arranged — they can be stacked or combined in different ways to create new variations that still maintain the brand's visual identity. For example, Nike’s logo is a swoosh, but they might do something with it to make it different, like add a message or change the colors. You want to create a dynamic logo because it is easier to create variations on one design than it is to make an entirely new one from scratch. It also helps your brand stand out from the crowd and gives your logo more longevity than those that can’t be changed.
Emblem Logos
Emblem logos are a type of logo that encloses the brand name within a badge or seal. These types of logos are more traditional and corporate in nature and therefore, tend to be used by established businesses. Emblem logos can be very versatile in that they can include any number of elements from illustration to typography. They can be made up of initials, letters, or words, but they also contain shapes, symbols, and images. Once you have settled on the elements that make up your emblem, there are tons of ways to join them together. The vintage look of emblem logos makes them particularly suitable for companies in the fashion, beauty, beverage, and sports industries.
Letterform Logos
Some logos are simple, but a letterform logo is a level up from that. A letterform logo is a graphic representation of a brand, usually derived from a single letter. They can be very effective in the hands of an experienced designer, but they can also be pretty boring and unoriginal if done wrong. The biggest benefit of using a letterform logo is its ability to capture the essence of a brand in one single graphic element. The most successful letterform logos are those that say more than just the name of a company — they also speak to what the business does and how it does it.
Mascot Logos
When you think of a mascot, you probably think of something along the lines of an animal or cartoon character that represents a sports team. This is mostly correct, but today’s mascots encompass far more than just teams. Mascot logos are incredibly versatile and can be used to represent anything—from products to businesses and more. Think of them as the personification of your company or product that consumers can connect with on an emotional level. They can help build brand awareness and loyalty, as well as make your business more relatable to consumers. It can be difficult for companies to create a unique brand identity that stands out from the competition, but mascot logos are one way to do just that.
Monogram Logos
Monogram logos are logos that are made up of one or more letters. Monogram logos have become increasingly popular over the past couple of years, and for good reason: they’re simple, minimalist, impactful and easy to remember. Because monogram logos are based on one or more letters, they don’t have a fixed shape, which gives designers more freedom to get creative with the look and feel of their design. Monogram logos can also be combined with other symbols and icons to create a unique logo design.
Wordmark Logos
Wordmarks are a type of logo that contain only words. In today's world, a wordmark can be a great way for your business to stand out from the competition. As you can imagine, there are literally thousands of existing typefaces to choose from, many of them free, so you’re spoiled for choice when it comes to designing your own. Even better, if you want something truly unique and bespoke to your brand, there are many designers who would love to take on the challenge of creating one for you. The key to creating an effective wordmark is to make sure that it’s legible, but also distinctive enough to stand out from the crowd. The best way to ensure this is by choosing a typeface that is unlike any other that’s in common usage. This type of logo works well for companies like Coca-Cola and Facebook.