Simple Guide to Different Types of Logos in Brand Design
When it comes to building a memorable brand, your logo is one of the most powerful tools in your visual identity toolkit. It's often the first thing people see, and it can communicate your brand's personality, values, and professionalism in a single glance. But not all logos are created equal—there are several different types, each with its own strengths and strategic uses. In this guide, we’ll break down the main types of logos in brand design and help you understand when and why to use each.
Wordmark (Logotype)
Example: Google, Coca-Cola
A wordmark is a font-based logo that focuses on the business name alone. It works best for brands with distinctive, short, and memorable names. Typography is the hero here—clean, custom, or stylized type helps express brand personality without extra symbols.
When to Use:
You want instant name recognition.
Your brand name is unique or easy to remember.
You’re focused on building awareness for a new name.
Lettermark (Monogram)
Example: IBM, HBO, NASA
Lettermarks use initials or abbreviations instead of the full business name. This type is especially useful for businesses with long or hard-to-pronounce names. Strong, simple typography makes these logos highly scalable and versatile.
When to Use:
Your name is lengthy or complex.
You want a sleek, modern logo that’s easy to replicate.
Brandmark (Symbol or Icon)
Example: Apple, Twitter, Nike
A brandmark is an icon or graphic-based logo with no text. It relies purely on imagery to convey the essence of the brand. These logos are powerful but best reserved for established brands that are already widely recognized.
When to Use:
Your brand is globally recognized.
You want to evoke emotion or storytelling through imagery.
You plan to build strong brand equity over time.
Combination Mark
Example: Adidas, Burger King, Lacoste
A combination mark includes both text and a symbol/icon, often allowing the elements to work together or separately. This type is one of the most versatile options and is great for new or growing brands.
When to Use:
You want flexibility in your branding.
You’re establishing a new brand and want both a name and a symbol.
You want the best of both worlds—recognition and visual impact.
Emblem
Example: Starbucks, Harley-Davidson, NFL
An emblem logo features text inside a symbol or badge, often giving it a traditional or formal feel. These logos have a classic aesthetic and are commonly used by schools, organizations, and luxury brands.
When to Use:
You want to convey tradition, authority, or craftsmanship.
You’re in education, government, or premium markets.
You’re aiming for a timeless, established look.
Choosing the Right Logo Type for Your Brand
There’s no one-size-fits-all logo—your choice should reflect your brand’s goals, industry, and audience. Here are a few questions to guide your decision:
Is your brand new or well-known?
Is your name short and catchy or long and complex?
Do you want to convey innovation, tradition, elegance, or fun?
How will your logo be used—on digital screens, signage, merchandise?
Final Thoughts
A great logo doesn’t just look good—it works hard for your brand. Whether you're building a minimalist wordmark or a bold emblem, your logo should align with your brand strategy and stand the test of time. If you’re not sure which direction to take, working with a professional brand designer can help you navigate the options and bring your vision to life.
Need help creating the perfect logo?
Let’s bring your brand to life with strategic design that’s both beautiful and built to perform. Contact us today for a free consultation.
About Martinez Agency
Branding & Creative • Content Creation • Web Design + More
Crafting Stories, Building Brands
martinez-agency.com | 866-641-7692
Locations in Northwest Arkansas, Oklahoma City and Texarkana, Texas
