Did you know that most of the logos can be classified clearly into 5 main types of logos?
Not only this but each type of logo has a different form and works well for different situations.
So before designing a logo I want you to consider what type of logo would be most suitable for your blog or business.
You can always make the logo look a certain way aesthetically but the shape and form is just as important.
the 5 main types of logos
Symbols are an icon or graphical representation of the business. These logos involve just the icon, they do not include the name or the initials of the business.
The icons are meant to be simple and compact which gives them great flexibility to be used in small spaces.
Apple and Twitter both do this very well.
When you see the iconic apple icon you immediately know its got to be an Apple product and when you see the blue bird you know its Twitter.
Unlike the Apple logo which represents the company name or the Twitter logo which hints at the name, the icon does not necessarily has to represent the company name, think Instagram or Snapchat.
Instagram logo is a camera while the Snapchat logo is the quirky yellow ghost.
Since symbol logos are meant to be stand alone, it is hard for customers to associate your business name with the icon in the early stages. So it might be a while until customers start building familiarity with the icon and your business.
There are some companies which eventually arrive to this point where only the symbol is enough to recognise them.
Good examples would be Mercedes-Benz or Nike.
They usually start off with a name and the symbol together called the combination mark which is described below.
Having an icon logo is a norm for any business which has an Android or an iOS app.
Almost every day when you open your phone you come across the symbol logos of all these businesses.
While for most of these businesses the symbol acts as a secondary logo some of them like Twitter or Apple have one and only one logo which is the icon.
Letter marks or monogram style logos are the initials of the names of the business.
Example, HBO, IBM, BBC, HP and H&M.
The letter marks are created using unique or custom typefaces.
To give the mark more character the letters are usually arranged in a creative and illustrative manner.
Just like the symbol the monogram may take a while before people start associating your business with the monograms.
Overtime, when the company gets established the letter mark becomes the “name” of the company. It took me a long time to realise that HBO, IBM and HP are just the initials of these companies and not their actual names.
There is a trade-off involved here, letter marks do make your business name much easier to pronounce but they might eventually replace the name of the company among the general public.
So if the acronyms have a nice flow to them and sound better than the actual business name itself or if the business name is too long or complicated then letter marks are a good choice of logos.
The wordmark logo is basically the name of the company or business written in a unique or custom typeface.
When you are considering this form of logo you have to make sure the font is readable and reflects your brand values very well.
Here is a detailed post on choosing fonts that work well with your brand.
These logos are common among fashion brands.
They help to create an instant recognition unlike a symbol logo. Examples include Vogue, Dior etc.
Although commonly used in the fashion industry, the wordmarks are not limited to fashion brands alone as Google, Facebook and Ebay also use them.
For new and up coming businesses the word mark helps to get the name of the business out there faster and build recognition.
4 Combination Mark
The combination mark is the combination of the symbol and the word mark in a tightly locked configuration.
One of my all time favorite combination marks is the Kate Spade logo.
It has the brand name written in a neat serif font and a simple spade icon at the top hinting the name of the brand.
These types of logos work well for any kind of business as they give a lot of flexibility in terms of the usage.
Depending on the occasion, you can use the the complete logo or just the word mark or just the symbol.
An emblem is the word mark included inside a shape.
The shapes are usually shields or crests.
Historically, the crests and shields used to be highly detailed and ornate.
They indicated tradition and authority. Naturally, they are really popular among schools and public institutions.
The contemporary emblem logos are more adapted to suit the modern times.
Starbucks arguably has one of the most famous emblem style logos. True to this style, the logo is detailed but with cleaner and simpler shapes.
These types of logos are a lot less flexible than a combination mark because its much harder to deconstruct the logo into several components.
Which one of these types is your logo?