Visual Identity & Types

Good logos convey the core tenets of an organization and what that organization does. Professional logo designers will perform industry and client research, brainstorm ideas, and create sketches with their client while following principles of good logo design. While the design process can vary from designer to designer. To tackle such a complex challenge, many businesses choose to hire outside help. But for those of us who are brand new to the logo design process, working with freelancers to design a logo can be a challenge. So, Olgya share their process with clients. Here’s how we do it.

7 Logo types

1. Word Mark

A wordmark, or logotype, is a logo that focuses on typography, featuring only the company’s name without any symbols or illustrations. In this design, the stylized text of the company name takes center stage, turning it into a visual signature for the brand. Notable examples include Coca-Cola, Google, and VISA. With a catchy and memorable name paired with distinctive typography, a wordmark logo enhances brand recognition. These logos are particularly effective for companies with short, unique names.

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2. Letter Mark

A lettermark is a logo centered on typography, consisting of a few letters, typically the initials of a company. It emphasizes simplicity by using just a handful of letters, making it an effective way to streamline branding for companies with lengthy names. For instance, it’s much easier to say and remember “NASA” rather than “National Aeronautics and Space Administration.

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3. Brand Mark

A brandmark, also known as a logo symbol, is a graphic or icon-based logo. It’s often the type of logo people picture when they think of a “logo,” such as the Apple logo, the Twitter bird, or the Target bullseye. These logos are so iconic and their brands so well-known that the image alone is immediately identifiable. However, since a brandmark relies solely on imagery, it can be challenging for new or lesser-known companies to use effectively without strong brand recognition.

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4. Abstract Mark

An abstract mark is a type of pictorial logo that doesn’t rely on recognizable images like an apple or a bird. Instead, it uses abstract geometric shapes to represent the business. Notable examples include BP’s starburst logo, Pepsi’s divided circle, and Adidas’s striped flower. Like all logo symbols, abstract marks are effective because they distill your brand into a single image. However, unlike recognizable pictures, abstract logos provide the opportunity to create something unique and distinct for your brand.

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5. Combination Mark

A combination mark is a logo comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Some well-known combination mark logos include Doritos, Burger King and Lacoste.

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6. Mascot Mark

A mascot is an illustrated character that serves as a representative or ambassador for your company. It embodies the brand’s personality and engages audiences in a friendly, relatable way. Well-known mascots include the Premier League lion, KFC’s Colonel Sanders, and the Pringles mascot.

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7. Emblem Mark

An emblem logo features text enclosed within a symbol or icon, often resembling badges, seals, or crests. These logos tend to have a traditional, timeless feel, making a bold impression. As a result, they are commonly used by schools, organizations, government agencies, and the automotive industry. While emblem logos have a classic aesthetic, many companies have successfully updated this traditional style for the modern era, such as Starbucks’ iconic mermaid emblem or Harley-Davidson’s renowned crest.

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Choosing the right logo for your business is a powerful step toward building a strong, lasting brand identity. Your logo is the face of your company, the first thing people see and remember. Whether you opt for a wordmark, lettermark, abstract mark, emblem, mascot, or combination mark, the key is to find a design that truly reflects your brand’s essence and connects with your audience. Be bold and creative, and trust the process. With the right logo, you’ll not only stand out but also inspire confidence and loyalty in your customers. Your business deserves a logo that shines!