12 October 2021

The 7 types of logos

Logos are a combination of typography & illustrations, each type of logo design gives your brand a different feel. A logo is usually the first thing customers see, so make sure it represents your company.

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The 7 types of logos


Monogram / Lettermark

is a typography-based logo that’s comprised of a few letters, usually the company initials. The lettermark is all about simplicity. By utilising just a few letters, lettermark logos are effective at streamlining any company brand if they have a long name. For example, how much easier is it to say and remember BBC vs “British Broadcasting Corporation”?

Monogram lettermark logos






Pictorial marks or logo symbols

A pictorial mark (sometimes called brand mark or logo symbol) is an icon or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Nike tick. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognisable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.

Pictorial marks
pictorial mark styles


Abstract logo marks

An abstract mark is a specific type of pictorial logo. Instead of being a recognisable image like an apple or a bird, it’s an abstract geometric form that represents your business. A few famous examples include the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognisable, abstract logos allow you to create something truly unique to represent your brand.

Abstract logos

How many do you know of the above?

The benefit of an abstract mark is that you’re able to convey what your company does symbolically, without relying on the cultural implications of a specific image. Through colour and form, you can attribute meaning and cultivate emotion around your brand.


Mascot logos are logos that involve an illustrated character. Often colourful, sometimes cartoonish, and most always fun, the mascot logo is a great way to create your very own brand spokesperson—er, spokes-character(?).

Mascots Logos

A mascot is simply an illustrated character that represents your company. Think of them as the ambassador for your business. Famous mascots include the Michelin Man, KFC’s Colonel and co co pops monkey. Mascots are great for companies that want to create a wholesome atmosphere by appealing to families and children.

The Mascot based logos are especially prolific in American sports such as American football (NFL)

NFL Mascots

The combination mark


Combination Mark Logos

Because a name is associated with the image, a combination mark is a versatile choice and my personal favourite for the following reasons. With both the text and icon or mascot working together to reinforce your brand, a combination mark, people will also begin to associate your name with your pictorial mark or mascot right away! In the future you may be able to rely exclusively on a logo symbol, and not have to always include your name. Also, because the combination of a symbol and text create a distinct image together, these logos are usually easier to trademark than a pictorial mark alone.

Another benefit is this style of logo can lend it self to a wider range of formats and sizes. Social media logos are square or round, which does not lend itself to longer Wordmark logos. By adding a pictorial mark, abstract mark, or mascot, you add flexibly such as; Microsoft, Dropbox and Bluetooth

Long Combination Mark Logos

The Emblem

An emblem logo consists of font inside a symbol or an icon; think badges, seals and crests. These logos tend to have a traditional appearance about them that can make a striking impact, thus they are often the go-to choice for many schools, organisations, sports teams or government agencies. The auto industry is also very fond of emblem logos such as Porsche. While they have a classic style, some companies have effectively modernised the traditional emblem look with a logo designs fit for the 21st century… think of Starbucks’ iconic mermaid emblem, or Harley-Davidson’s famous crest.

Company Emblems


Football Club Emblems