THE 6 TYPES OF LOGO (AND DECIDING ON THE LOGO THAT WORKS FOR YOUR BRAND)
By: Olanrewaju Okunola
Tags: Logo, Business, Logo Design, Brand Identity, Branding

When most people think of a brand, what they visualize mostly is the logo. A brand is much more than that (you should look out for my next article on brand strategy), but a logo is certainly a prominent element of a brand identity. It is the first thing customers see when interacting with a brand, and maybe the only element they’ll remember. So, it is crucial to know which type of logo works well for your brand before jumping on creating one.

WHAT IS A LOGO?

A logo is the visual stamp of a brand — the symbol, word, or both — that customers use to recognize a business. Because a good logo is a visual aesthetically pleasing element, it triggers positive recall about a brand that the business name alone might not.

A logo can take the form of almost an infinite variety of shapes and personalities — from literal through symbolic, from word-driven to image-driven, and each type of logo gives a brand a different look and feel. So, let me walk you through the 6 types of logos you can ever come across and help you decide on the ideal logo for your brand.

MONOGRAM (OR LETTERMARKS) LOGO

Monograms or Lettermarks are logos that consist of brand initials, usually the first letters of the business name. Examples are DStv, MTN, HP… And the list goes on.

Monogram logos — MTN, DStv, HP

Businesses with lengthy names or difficult to pronounce names mostly adopt monograms — sometimes called lettermark logos — for easy brand identification purposes. So it makes perfect sense for them considering their target users. For example, how much easier is it to say — and remember — IITA versus International Institute of Tropical Agriculture?

When to use a Monogram (or Lettermark) Logo?

Consider a lettermark logo if your business happens to have a long name. Having the business name in initials will help simplify your brand identity designs and likewise, customers will have an easier time recalling your business name and logo.

Lettermark logos are easy to replicate across marketing materials such as business cards, letterheads, flyers, posters etc. thus, making it a highly adaptable option for a new and developing brand.

2. WORDMARKS (OR LOGOTYPES) LOGO

A wordmark or Logotype is a freestanding word or words that spell out the business name in a stylized typeface. Similar to a Lettermark, a wordmark is a font-based logo that replicates a business name. Think of Jiji.ng, Rooomxix, and Selar.

Wordmark logos — Patricia, Selar, Rooomxix

Wordmark logos work well when a business has a succinct and distinct name. Patricia’s logo is a great example of this as the name itself is catchy and memorable. So, when combined with a stylized typeface that captures the essence of what the business does, this creates strong brand recognition for the business.

When to use a wordmark (or Logotypes) Logo?

It is a good decision to use a wordmark logo if your business is relatively new and you need to get your name out there. This applies to a business with a short name. Anything too long can look too cluttered.

Same as a lettermark, a wordmark logo can easily be replicated across branding and marketing materials.

3. PICTORIAL MARKS (OR LOGO SYMBOLS) LOGO

A Pictorial mark (sometimes called a logo symbol or brand mark) is a graphical image or illustration of a thing that symbolically represents a brand or product in a meaningful way. The image itself may allude to the name of the business or its mission, or it may symbolize a brand attribute. Think of Twitter’s bird, Snapchat’s ghost and Apple’s logo. A pictorial mark follows the idea — “a picture is worth a thousand words”.

Pictorial logos — Twitter, Apple, Snapchat

This type of logo is easily relatable but the tricky part is, without a strong brand establishment or advertisement, it may be ‘deadly’ for a new brand to use the mark alone without the brand name. No wonder, only a few established brands adopt this type of logo concept.

When to use a Pictorial mark (or logo symbol) Logo?

A Pictorial mark is effective if you have an already established brand but that’s not always the case. You can adopt a brandmark to your advantage to communicate what your business is about graphically if your brand name is too long or you want to convey a desired idea or emotion.

A pictorial mark works well for global commerce if, for example, a business name doesn’t lend itself well to translation.

However, a Pictorial mark may not be the best idea if you anticipate changes to your business model in the future. Imagine you start off selling digital products but what happens when you venture into real estate?

4. ABSTRACT MARKS LOGO

Unlike a Pictorial mark, an Abstract mark uses a geometric form to represent a brand. It is a symbol that conveys a big idea or attribute of a brand in an interesting shape which means that Abstract marks are highly conceptual. A few examples include Slack, Audiomack and MetroHealth HMO.

Abstract logos — Slack, Audiomack, MetroHealth HMO

Like all logo symbols, abstract marks work pretty well because they condense your brand into a single image, and instead of being restricted to a picture of something recognizable, abstract marks allow you to create something truly unique for your brand.

When to use an Abstract mark Logo?

An Abstract mark works effectively for large companies with numerous and unrelated divisions.

Abstract marks allow you to create a unique image for your brand, but it is best left to a brand designer or strategist who understands how color, shape and elements combine to create meaning.

5. THE EMBLEM

An Emblem logo is a font-styled mark in which the business name is inextricably connected to a pictorial element, symbol or icon; think badges, seals and crest. And what differentiates them from other types of brand mark is that the elements are never isolated.

Emblem logos — University of Ibadan, Redeem Christian Church

Emblems look terrific as an embroidered patch on a uniform and tend to have a traditional appearance that does make a striking impact, thus, they are often the go-to choice for schools, institutions or government agencies.

When to use an Emblem Logo?

An Emblem’s traditional look might be considered by lots of public agencies, institutions and schools and it can also serve any up-and-coming private business quite well, especially those in the food and beverages industry: think beer labels and coffee cups.

6. MASCOTS

Mascots are logos that involve an illustrated character. It can be colorful or monochromic, and sometimes cartoonish. The mascot’s logos are always fun and it is a great way to present a brand spokesperson or personality that aligns with the brand objectives. Few famous mascot logos include KFC and DMW.

Mascot logos — KFC, DMW

When to use Mascots Logo?

You may consider creating a Mascot if you are trying to appeal to families or younger generations. This is the more reason Mascots logo is common among Entertainment brands like comedians, musicians, television shows, and MCs. The mascot is a great logo for driving social media engagement with fans.

One more thing…

COMBINATION MARKS

As the name suggests, a combination mark is a logo consisting of a combined wordmark or letter mark and a pictorial mark, abstract mark, or mascot (symbol) and sometimes with a tagline. The brand mark and text can be laid side-by-side, stacked on top of each other, or integrated to create an image.

Combination mark — Multichoice

Most times, it is the best way to present your brand identity especially for a relatively new business that wants to make an impression that sticks with the audience psyche. With a combination mark, people will also begin to associate your business name with your pictorial mark, abstract or mascot right away. In the future, you may be able to rely exclusively on your brandmark, and not always include your business name.

There you go. I believe by now, you understand better that when creating a logo for your brand, it is imperative to make sure that the logo will represent your business the right way, and most importantly, spark a connection with your audience. Logo design is never about what one likes or dislikes — it’s about what truly works.

It is more reasonable to hire a professional designer to examine a range of solutions based on both aspirational and functional criteria, and then come up with a befitting logo for your brand.

The designer, based on research, strategy and experience will determine the type of logo that suits your business and ideally, should present 2–3 logos with their use case in branding and marketing materials for a final decision.

Also, it is important, and absolutely the best advice (coming from my half a decade experience of transitioning from a Creative Designer to a Brand Strategist) to first develop your brand strategy before zooming off to creating a logo. Think of it as a blueprint for your brand foundation. You won’t start building a house without a plan, so you shouldn’t create a logo without a brand strategy in place.