7 Types of Logos to Know

One of the biggest pieces of a brand’s visual identity is their logo. A brand's logo is a key component in setting a brand apart from their competitors, strengthening their brand recognition and leaving an impression on their targeted audience.

There are many different types of logos and each is better used in one case than the next. When building out a brand identity, I believe three logos are a solid start to have for your brand. However, you may require more or less depending on your goals and your niche so it's important to know the differences in each logo type.

If you're in the beginning stages of building out your brand identity or a designer who's trying to brush up on your knowledge, you're in the right place! 

Here are seven different types of logos that you should know:

• Wordmark: Coca-Cola, subway, eBay
  Logos that are built entirely of the letters. There’s a direct emphasis on typography, so how you choose to style or customize your type really comes into play.

• Monogram: HBO, CBC, ESPN
  These are comprised of a company’s initials—think acronyms essentially. These don’t provide much context but rather depend on the brand’s familiarity with the public and/or their reputation.

• Pictorial/brand marks:Snapchat, Shell, Apple
  Think of symbols or images used to communicate who the brand is that you’re interacting with. 

• Combination: Taco Bell, Dove
  This logo sounds like a combo because it is. There are two elements that make up these logo types. Usually a visual like an icon or an image and typography.

• Letterforms: Beats, McDonald's, Netflix
  These logos use the first letter of their company name. These are great to have in your logo system for things like accessories, marketing materials, favicon, etc.

• Abstract:Nike, Airbnb
  This one also sounds kind of explanatory but rather uses an abstract shape that represents a company.

• Mascot: KFC, Apple Jacks, Cocoa Puffs
  These logos have characters that represent their brands. The character serves as a spokesperson for the brand.

When communicating who a brand is or just identifying a brand, their logo plays a significant part in that visual communication, so it’s important to understand the brand’s goals and their audience to make the best selections.