All You Need To Know About Logo Types

Click here to learn all you need to know about logo types.


Essentially, all logo designs are a combination of typography and images. However, each type of logo gives your brand a different feel. Since your logo is the first thing new customers will see, make sure you get it right. To start, familiarize yourself with the seven types of logos:

Word mark

A wordmark, word mark, or logotype is usually a unique text-only typographic treatment of the brand’s name. Specifically, it is used for purposes of identification and branding. Ultimately, the brand’s name becomes the instant identification of the brand. Examples can be found in the graphic identities of the Government of CanadaFedEx, and Microsoft.

Additionally, it is a popular choice across the tech, media, fashion, and food industries. The organization’s name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. Wordmark can include monogram variations for smaller spaces like social media profiles and favicons. Because of the simplicity of these logos, typography and spacing are extra important. Accordingly, the representation of the word becomes a visual symbol of the organization or product.

In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality. Registration of a wordmark provides broader rights and protects the wording of the mark regardless of its style. Thus, applications for wordmarks must include a Standard Character Claim: “The mark consists of standard characters without claim to any particular font, style, size or color.”

Wordmarks work perfectly if you:

  • Have a short, distinctive business name. For instance, one word would be ideal. However, if your name is longer or contains multiple words, consider a monogram or lettermark.
  • Are planning to use your logo across many different mediums, or on top of images and different backgrounds. A wordmark logo is easier to integrate across multiple platforms because you don’t have to worry about the legibility of a symbol. Furthermore, you don’t have to worry about multiple variations.
  • Want to use a bright, distinctive color or typeface in your logo. A strong wordmark doesn’t need other elements.
Word mark is one of the logo types you should know about.

Brand mark

Brand marks, also known as “pictorial marks,” are the graphic symbol in a logo. Specifically, these symbols are usually easily recognizable. Thus, they create an immediate connection in the minds of your audience. For example, when you see a scale you think of a lawyer. Hence, a brand mark is a supportive element that helps customers identify your brand at once.

When people see the brand mark, it should remind them of the unique characteristics of your company. Brand marks are popular among companies of all sizes from various industries. For a brand mark symbol to be effective, it needs to be unique enough to differentiate your company, while still evoking familiar feelings and ideas in your audience.

Creating an effective brand mark requires creativity, deliberate decisions, and attention to detail. To start, consider the following steps:

  • Choose a brand mark that represents you the best. An appropriate image can quickly change the way customers perceive your brand.
  • Make it easy to understand. Your clients shouldn’t struggle to figure out the message you were trying to communicate. Thus, convey your brand idea fast to get the customers’ attention and increase brand engagement.
  • Create a brand mark that is easy to memorize. Ultimately, your customers should remember your company and choose you over the competitors’ alternatives. Hence, it’s important to develop a straightforward design that communicates your brand message.
  • Ensure it conveys your identity. For example, select an image that represents your brand’s purpose and mission rather than an image that showcases your goods.
  • Be consistent. When you decide on the brand mark, use it consistently when communicating with leads and customers.
  • Think timeless. Create a classic brand mark that will be fresh even in 10 years. Thus, avoid using trendy fonts or today’s influential design trends.
Brand mark is one of the logo types you should know about.

Combination mark

In short, a combination mark combines both a symbol and a wordmark into one logo. Text and images or icons are incorporated to enhance your branding message. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated to create an image. Ultimately, they help clarify what a business is all about. Here are some reasons why you should choose a combination mark:

  • It tells a story about your organization and creates a memorable visual of your brand.
  • It offers flexibility for the use of either or both the brand name and/or the symbol.
  • A well-designed combination mark is effective with both elements together or separated. Additionally, it offers wider flexibility for branding and is, therefore, perfect for startups.

With a combination mark, people will also begin to associate your name with your pictorial mark right away. In the future, you may be able to rely exclusively on a logo symbol. This means you won’t have to always include your name. Also, because the combination of a symbol and text creates a distinct image together, this type of logo is usually easier to trademark than a pictorial mark alone.

Abstract mark is one of the logo types you should know about.

Abstract mark

An abstract mark is a specific type of pictorial or illustrated logo. It’s an abstract geometric form that represents your business. Usually, it comes in a form of diamonds, triangles, squares, lines, etc. Since it is generally geometric, it’s less recognizable too. However, it can make a unique impact on your brand. In short, abstract marks work well because they condense your brand into a single image.

However, abstract logos allow you to create something truly unique to represent your brand. The benefit of an abstract mark is that you can inform what your company does symbolically, without depending on the cultural connections of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand. Therefore, an abstract mark logo can often be the best choice for a business.

Combination mark is one of the logo types you should know about.

Letter mark

A letter mark is also called a “monogram” logo. Monogram logos consist of letters, usually brand initials. With 2 or 3 words to remember, it uses initials for brand-identification purposes. Furthermore, a lettermark logo works well with brands with long business names. However, it’s also fantastic for brands with short names that want more concise typography. Hence, it may be used for a personal business or a corporation with stockholders.

Because it is a typography-based design, it often passes as minimalist and straightforward with bold letters. Additionally, these logos adapt quickly to different themes and concepts. In fact, it can complement any design that you want to incorporate with it. Consequently, you will get a versatile logo that still looks visually appealing.

Letter mark is one of the logo types you should know about.


Mascot logos are logos that involve an illustrated character that represents your company. A mascot can be more flexible than your standard symbol because their expressions and contexts can change. However, be sure to use a style that aligns with the message and emotion you want to communicate.

Often colorful, and always fun, the mascot logo is a great way to create your brand ambassador. Moreover, they are great for companies that want to appeal to families and children. For example, they can encourage customer interaction.

Hence, it can be a great tool for social media marketing as well as real-world marketing events. However, keep in mind you may not be able to use the mascot logo across all your marketing material. Specifically, a highly detailed illustration may not print well on a business card.

Mascot is one of the logo types you should know about.


Emblem logos include text inside a symbol. Emblems are also known as “crests,” and are known for communicating tradition and prestige. An emblem logo consists of font inside a symbol or an icon. For example- badges, seals, and crests. Moreover, they are often the go-to choice for many schools, organizations, or government agencies.

Ultimately, they lean towards higher detail, and the name and symbol are rigidly entwined. Consequently, they can be less versatile than the aforementioned types of logos. Accordingly, an intricate emblem design won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small that it becomes too difficult to read.

Also, if you plan on embroidering this type of logo on hats or shirts, you’ll have to create a design that is on the simple side. Hence, keep your design uncomplicated to be able to print neatly across all of your marketing material.


Hire Experts To Do A Logo Design For You

With the right approach, we can create an effective law firm logo design for you that attracts more clients. When making a winning logo design, we always think about the best representation for your business in the crowded marketplace.

Besides that, Carmine Cloak’s expert team is here to educate your company so you can make informed decisions. Before hiring us, we schedule a free consultation to take a better look at your current situation and develop a plan according to your desires. If we agree that our services are the best fit for your firm, we proceed to educate, explain and help you make the right choices.

We can help your business grow and progress.

If you require guidance with your branding, contact us today.

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