Logo design · 5 min read
The 7 types of logos: what each one is, when it works and how to choose yours
Wordmark, lettermark, symbol, abstract, mascot, combination or emblem? Here is what each logo type is, when it works best and a simple way to choose the right one for your business.
Jakaria MahmudBrand strategist and brand identity designer ·
There are seven main types of logos: wordmarks, lettermarks, pictorial marks, abstract marks, mascots, combination marks and emblems. Each one works best in different situations. The right choice depends on your name, your budget for building recognition, where the logo will be used and how much your business may grow.
I am Jakaria Mahmud, a logo and brand identity designer. Clients often arrive asking for "a symbol like Apple" when a clear wordmark would serve them better. This guide explains each type in plain words so you can choose with confidence.
Short answer. For most new businesses, a combination mark (a symbol plus the name) is the safest choice, because it teaches people your name while building a symbol you can later use on its own. Choose a wordmark if your name is short and distinctive, a lettermark if your name is long, and an emblem if you want a classic, badge style look.
The 7 types of logos
1. Wordmark (logotype)
The company name set in a custom or carefully chosen typeface, with no symbol. Coca-Cola and Google are well known examples. A wordmark works best when the name is short, easy to say and distinctive. It is also the fastest way to make people remember your name.
2. Lettermark (monogram)
Initials instead of the full name, like IBM or HBO. A lettermark suits companies with long names that people already shorten. On its own it says little about the business, so new brands usually show the full name nearby until people know them.
3. Pictorial mark (brand symbol)
A simple picture of a real object, like the Apple apple or the Twitter bird. Pictorial marks are memorable and work without words, but a symbol alone only works once people already know the brand. For a new business, pair it with the name first.
4. Abstract mark
A unique geometric shape that does not show a real object, like the Nike swoosh or the Pepsi circle. Abstract marks are easy to protect and work across languages. They need clear meaning and consistent use to build recognition, which takes time.
5. Mascot
An illustrated character that represents the brand, like the KFC Colonel. Mascots feel friendly and work well for food, family, sport and gaming brands. They are harder to use at very small sizes, so most mascot brands also have a simpler version.
6. Combination mark
A symbol and the name used together, like Burger King or Adidas. This is the most flexible type: you can use the full lockup on a website and the symbol alone as an app icon or social avatar. It is the type I recommend most often to startups and small businesses.
7. Emblem
Text placed inside a shape, such as a badge, seal or crest, like Starbucks or Harley-Davidson. Emblems feel traditional and trustworthy and suit schools, cafes, breweries and heritage brands. They can lose detail when small, so a simplified version is important.
Logo types compared
| Logo type | Best for | Watch out for |
|---|---|---|
| Wordmark | Short, distinctive names | Long names get hard to read |
| Lettermark | Long names people already shorten | Initials alone say little |
| Pictorial mark | Brands with a clear, simple idea | Needs recognition before it stands alone |
| Abstract mark | Tech and global brands | Meaning takes time to build |
| Mascot | Friendly, family and food brands | Detail is lost at small sizes |
| Combination mark | Most startups and small businesses | Needs a clear lockup system |
| Emblem | Heritage, cafes, schools, crafts | Needs a simple small version |
How to choose the right logo type
- Look at your name. Short and unique favours a wordmark. Long or complex favours a lettermark or combination mark.
- Think about where it lives. If an app icon, favicon or social avatar matters, you need a symbol that works small.
- Be honest about recognition. A symbol on its own only works once people know you. New brands should show their name.
- Match your personality. Emblems feel classic, abstract marks feel modern, mascots feel friendly.
- Check competitors. If everyone in your market uses badges, a clean wordmark can stand out, and the other way round.
Writing these answers down before you hire a designer makes the whole project faster. My logo design brief template walks you through it.
A logo is one part of a system
Whatever type you choose, a good logo comes with versions for different spaces: a main lockup, a stacked version, a symbol or icon and a one colour version. Those versions sit inside a wider brand identity with colours, type and rules. Read logo vs brand identity to see how they fit together, and how to choose brand colors for the palette.
The takeaway
There is no single best type of logo. Wordmarks build name recognition, symbols build quick recall once people know you, and combination marks give new businesses the best of both. Choose based on your name, where the logo will be used and how your business will grow.
I design logos and full brand identities at fixed prices, with every file yours. Wondering about budget? See how much a logo costs, browse recent work, or book a free 30 minute call.
Frequently asked questions
The seven main types of logos are wordmarks, lettermarks, pictorial marks, abstract marks, mascots, combination marks and emblems.
A combination mark is usually the best choice for a new business. It shows the name so people learn it, and includes a symbol that can later be used on its own for app icons and social profiles.
A wordmark uses the full company name as the logo, while a lettermark uses only the initials. Wordmarks suit short names and lettermarks suit long names.
A combination mark pairs a symbol or icon with the company name. The two can be used together or separately, which makes it the most flexible logo type.
Yes. A text only logo is called a wordmark or logotype. It works well when the name is short, distinctive and set in a carefully chosen or custom typeface.
Jakaria Mahmud, a logo and brand identity designer at jakaria.design, helps startups and small businesses in the USA, UK and worldwide choose and design the right type of logo as part of a fixed price project.
