Types of Logos: Wordmark, Symbol, Emblem and More
Basics4 minInnovialabs editorial team
In short
Logos fall into wordmarks, lettermarks, pictorial marks, abstract marks, mascots, emblems and combination marks, and a new business is usually best served by a wordmark or combination mark because nobody knows its name yet.
The short answer
Almost every logo belongs to one of seven types, or combines several. The difference is what people remember: the name, the letters, a picture or a character.
| Type | What it is | Examples |
|---|---|---|
| Wordmark | The company name set in a distinctive typeface | Google, Coca-Cola, FedEx |
| Lettermark (monogram) | Initials or an abbreviation | IBM, HP, CNN |
| Pictorial mark | A recognizable object or image | Apple, Target |
| Abstract mark | A geometric shape with no literal meaning | Nike, Pepsi |
| Mascot | A character that acts as the face of the brand | KFC, Michelin |
| Emblem | Text inside a shape such as a shield, circle or seal | Harley-Davidson, BMW |
| Combination mark | A symbol and the name together | Lacoste, Adidas |
Each type in more detail
Wordmark
The name is the logo. All the personality lives in the typeface, proportions and letter details. The FedEx logo, for example, hides an arrow between the E and the x.
- Strengths: teaches people the name immediately and is simple to use.
- Limits: long names look poor at small sizes, such as an app icon.
Lettermark
A long name shortened to a few letters. It works well when the full name is unwieldy.
- Strengths: compact and scales easily.
- Limits: a set of letters says nothing on its own, so a new company needs time before people remember it.
Pictorial mark
A simple, recognizable object: Apple's apple, Target's bullseye.
- Strengths: visually memorable, works without words and in any language.
- Limits: without brand awareness it's just a picture, and the image can feel limiting if the business expands.
Abstract mark
A shape that doesn't depict anything specific but conveys character: motion, reliability, energy. The Nike swoosh is the classic example.
- Strengths: unique, not tied to a product, well suited to international brands.
- Limits: meaning has to be built into the mark through years of communication.
Mascot
A character that represents the brand: Colonel Sanders for KFC, Bibendum for Michelin.
- Strengths: friendly and emotional, great for advertising and social media, especially with family audiences.
- Limits: hard to use at small sizes, so you usually need a simpler companion logo.
Emblem
The name sits inside a shape: a circle, a shield, a crest. It looks traditional and established, which is why carmakers, universities and sports clubs favor emblems.
- Strengths: a unified, prestigious look.
- Limits: lots of detail that gets lost on a small icon or embroidery.
Combination mark
A symbol and the name together, usable as a set or separately.
- Strengths: the most flexible option, because the name teaches and the symbol sticks. Over time the symbol can stand alone.
- Limits: you need to plan several lockups: horizontal, vertical and symbol only.
How to choose a type for a new business
Ask yourself a few questions:
- Is the name already known? If not, it needs a wordmark or combination mark so people learn what you're called.
- How long is the name? A long name is a reason to consider a lettermark or a symbol for small sizes.
- Where will the logo appear most? App icons and social avatars need a compact mark; signage and packaging give you more room.
- Do you work in several languages? A symbol or abstract shape reads the same in any language and script.
- What's the brand's character? Emblems signal tradition and status, mascots friendliness, abstract marks modernity.
A common practical choice is a combination mark: the name teaches, and the symbol works where space is tight. Many well-known brands used their symbol alongside the name for years before showing it on its own.
Common mistakes
- Launching with an abstract mark and no name when nobody knows the company yet.
- Overloading the logo with details that vanish at small sizes.
- Designing for a single use, such as signage only.
- Copying a famous brand's style, which hurts recognition and can cause legal trouble.
- Never testing the logo in one color, as on documents, stamps or engraving.